Why Chinese travellers are Europe’s Second Chance
Chinese New Year madness may be approaching, but the surge in Chinese going abroad — from Salt Lake City, to Dubrovnik — is only just beginning for 2012.
China now sends more tourists abroad than any other Asian country, with 70% of all outbound travel taking place in the last six years. Boston Consulting Group predicts that by 2014, China will be the world’s biggest outbound traveller.
For decades, Chinese hotels have catered to foreign tourists — but are foreign hoteliers ready for them?
“It is astonishing,” chuckled Daniel Nivern, China Recruitment and China Consulting (CRCC) Asia, Director. “You’d think every major hotel in London would invest 20 pounds in a congee stand at breakfast. Yet, it’s those crucial details many hotels are still missing, months before the Olympics.”
In addition to a cultural disconnect, there is a contextual one. According to one European tourism representative, some austerity — ridden locals find the jet — set Chinese “inconvenient, loud and showy with cash.” This left one Chinese tourist with the impression that “Europe is beautiful, but its people are cold.”
Europe would do better to embrace this miraculous stream of revenue in 2012 than envy it: according to the World Trade Organisation, Chinese tourists spent US$55 billion in 2011, overtaking the United Kingdom as the world’s third highest grossing traveller.
Besides, the stereotypes are already outdated. The ITB World Travel Trends Report 2011 found that tour groups are being shunned in favour of independent travel. Young Chinese also valued learning about cultures through leisure, over viewing major landmarks. Travel is for their education and enjoyment, not the status of saying “I was there.”
The ITB report also reiterated that hiring Mandarin-speaking staff, serving popular Chinese dishes and communicating effectively on China’s popular social media networks are key.
Shangri-La group are leading in this respect. “With Shangri-La group’s established presence in Mainland China, Island Shangri-La enjoys strong brand awareness amongst Chinese travellers. To ensure they have the best possible experience, we employ many putonghua speaking staff throughout our team, who understand their preferences,” says Darren Gearing, Vice President and General Manager. “All staff receive training on Chinese traditions and guests can find home favourites, including congee and dim sum, at breakfast.”
Over the next two years, Shangri-La are opening in London, Toronto and Istanbul.
Increasingly, consultancy companies are providing opportunities for Chinese hospitality training. CRCC Asia is launching a course in Hainan this March, in partnership with eight five-star hotels. Students will learn Mandarin and gain China-focused hospitality experience.
As the Chinese proverb goes: “it is better to travel a thousand miles, than to read a thousand books.” The saying is ancient, but curiosity to see the world is more relevant than ever to China’s youth.
If this is realised in Europe, it might keep more shops, restaurants and hotels in business through 2012.
