JUST ahead of International Luxury Travel Market Asia Shanghai 2015, Switzerland has declared its intentions to woo China's luxury, free-and-easy travellers.
A Swiss delegation comprised of 10 members met travel trade players and media in Hong Kong and China to share what they have in store for Chinese travellers, before heading off for the luxury tradeshow.
Swiss Deluxe Hotels, a collection of five-star hotels, has just launched a single booking platform for its 39 properties, available in Chinese. Managing director Siro Barino said: “Efforts have been made to woo Chinese visitors, eg recruiting Mandarin- and Cantonese-speaking staff, and adding congee to our menus.”
Member property Hotel Guarda Golf has just published its first bilingual brochure in English and Mandarin, and rolled out a new wellness package for Chinese guests, said general manager Simon Schenk.
While Asia generates five per cent of Swiss Deluxe Hotel’s total room nights, the number of Chinese guests is growing at between 19 and 25 per cent annually.
“Compared to a decade ago, we’ve four times more Chinese traffic (now) and we target high-end FITs who can afford our rates of US$400-$3,400 per night,” said Barino.
Switzerland Tourism is also ramping up its marketing in China with the launch of the Grand Tour campaign in Beijing, Shanghai and Hong Kong, promoting self-drive journeys in the country.
Batiste Pilet, district manager Beijing, North China and Taiwan, said the NTO is working with four travel agencies specialising in high-end travel.
“Chinese people are more confident in organising their own travel. Moreover, the weaker euro is spurring more traffic from China to Europe,” he commented.