Chinese tourism as a potential market for U.S. hotels

Chinese Tourism for Hotels

Just as the 4ps are no longer sufficient to capture the sophisticated buyer of regular goods, the inquiring traveler is part of a larger network of service consumers who has a need more. And that's why the now recognized 7ps can play a major role in reaching out to tourist customers who come from different cultures or otherwise have an expectation of being part of something special that recognizes their passing needs (Khanna, 2011).

It is for this reason that many hotels that have an interest in the massively growing Chinese tourism sector have already turned their attention to this unique, well-informed, and rather well prepared community of buyers (Chen, L., 2011). As with any other customer, Chinese visitors want to be greeted with a sense of detail that at least tips its hat to the fact that both parties to the transaction respect what the other has to offer. The forward-thinking hotel operator might well even find that the newest community of Chinese visitors could actually be shaping the game of success that other groups may soon learn to appreciate.

Take, for example, the fact that the Chinese government is far ahead of other nations in realizing that tourism is a critical factor in advancing not only their own but the entire world's sense of economic vitality and growth (Dragon Trail, June 2010). They have targeted this fact directly and have taken steps to ensure that their people are prepared to be spending and authenticity ambassadors. But with the convenience of new media connectivity, it is becoming clear that individual travelers have begun to demonstrate for themselves that they want to be treated as individuals and they want to know about the best places to shop, eat and learn just like we do! Which is why some even rather unusual places across the globe have started connecting these same dots. In a recent publication by the Sarovah Hotels (2011) that serve East Africa and Kenya, they not only focus on the Chinese community of visitors, they do so with an emphasis on the fact that "Value is the new black!" (p. 27).

Still, there are ways to be smart and unique. Say, by focusing on sports. The Chinese tourism sector has recognized that many of their residents are intrigued by this and may be looking for links through where they go and where they stay (Dragon Tail, Jan. 2011). The organizers of the America's Cup for 2012 have recognized this have made directed outreach to Chinese tourists because of the fact that the boating events are in the formidably popular San Francisco Bay Area. (See http://www.americascup.com/en/Discover/San-Francisco/.) Imagine what this could mean to small hotel proprietors who are nearby but who could otherwise have not thought about the value of this desire?

But there is much more to traveling life than sports, shopping or even arts and history. Many communities have business interests that now reach across the globe, and they may be an incentive to invite visitors from abroad. Raleigh does; and so does Kenya. Or what about the other competitive event that Americans and Chinese aspire to? Successful educational achievement. A small town in California called Benicia ( http://www.beniciachamber.com/) is widely praised for being an impressive community for encouraging its students to thrive and prepare for collect. Why might not some Chinese be interested in meeting educators or successful students to learn about the local realities of this pastime? It could even help them want to learn more about the 7ps of hotel desirablity!

THE 7 HOTEL P's START WITH PRODUCT: The hotel itself is a big part of the tourism product. And those in this part of the business have to make their spaces desirable. With an estimated $1 trillion in spending power, tourists of all kinds have to know where to lay down when they are ready. The largest of hotels are taking some steps, with their ability to hire specialize staff, prepare targeted foods, link with multilingual support networks, perhaps even do business in foreign currency (Chen, 2011). Smaller hotels may not but can accomplish much of the same in their own ways. Simple recognitions or decorations that promote multiculturalism or Chinese awareness are still important. All physical service sites that expect to draw discerning customers have to make their location look good to the base, but just acknowledging small connections can sometimes overcome many other missteps.

PLACE AND TIME: Does your hotel have more than one location? If not, could you act like you do through brotherly or sisterly relationships with other similar size and caliber sites? This can be as valuable as being a corporate hotel with multiple locations. Even having schedules and reliable services for all-night or wrap-around services can be important because international visitors may arise or leave on unusual time schedules. Doing this and spreading cultural awareness and sensitivity at the same time sends a constant message of trying. An interest in getting into a true local setting is enhanced by being at a truly local hotel.

PRICE: The prices of your rooms are set by many factors, but don't discount the value of proximity and access to the secrets of worthiness. What else comes with your room? Locality in a community is worth something. Let your prices reflect that and you may be competitive.

PROMOTION: Getting viewed (in the Internet sense) by people a world away is an accomplishment in itself. But it can be done through well-laced traditional ads or by using known travel sites. But the number one issue for the traveling universe is connectivity; and if you do this right you can get Chinese speakers to speak with Chinese travelers on your behalf. They can do that through reviews, by "Liking" you or via other networks. Just knowing what RenRen might be a valuable step. (http://en.wikipedia.org/wiki/Renren). It is the Facebook of China.