Some leading retailers and brands provide Chinese cultural training and Chinese-speaking staff, while the China UnionPay sign, which indicates acceptance of Chinese payment cards, is an increasingly common sight at high-end stores. However, serving Chinese shoppers who come into a store is only part of the challenge.

“Few retailers are taking a sufficiently strategic approach to maximise the opportunity by looking at the long-term, understanding key customer groups, leveraging Chinese social media, or engaging the Chinese travel industry to attract more customers in a structured way” claims Roy Graff, a China tourism specialist and an organiser of the China Edge event.

ELLE is working with ChinaContact to produce a special edition of its award-winning catwalk bible, ELLE Collections, to target the high spending Chinese tourist in the UK. 10,000 copies will have an additional London shopping guide in Mandarin Chinese and will be available via Apple news stand and at key hotels, retailers and tour operators. Elle’s Group Publishing Director, Meribeth Parker, says:

“As the world’s biggest fashion magazine, ELLE understands the importance of Chinese tourists to the luxury goods industry in Britain and we are delighted to be working with Roy Graff and his team at ChinaContact on a Special Edition Chinese version of ELLE Collections for this influential market.”

The symposium will provide practical advice and examples of global best practice from speakers including Graff who presented in New York (February 2012) to a group of retailers and brands including Bergdorf Goodman, Bloomingdale’s, Calvin Klein, Ralph Lauren and Tiffany & CO.

The UK government has allocated millions of pounds in marketing spend to attract Chinese who are amongst the highest spending international shoppers. It is expected that tourism from China to the UK could see a threefold increase by 2015 and visitor numbers are set to increase after the Government recently promised to simplify the visa process.

“Businesses need to gear up in terms of strategic engagement and service skills, and understand and serve the needs of visitors from China in order to maximise the retail reward. If not, they will miss out on the visa dividend that the Government’s new China policy should provide” adds Graff.

Recent estimates suggest that Chinese visitors spend nearly three nearly three times as much in the West End than the average overseas visitor – £1,688 compared with £567*.

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* Source: New West End Company

Notes to editors:

Event Details:

• China Edge press release 30May13
• Hospitality and Service for High Net Worth Chinese
• Date: July 3, 2013 (08:30-12:30);
• Location: The May Fair Hotel, Stratton Street, London;
• Discounted, early-bird registration is £250 + VAT, until June 10;
• Event booking site: http://chinaedge-cc.eventbrite.co.uk/ 

With the 20^th anniversary of diplomatic relations between China and Israel taking place this year, business and leisure tourism from China grows at an ever faster pace. Dan Hotels, the leading luxury hotel group in Israel is taking special measures and preparing to improve the marketing programs and services provided for the Chinese guests.

Dan Hotels is experiencing a tremendous growth in the number of Chinese guests arriving as corporate travelers, organized groups or delegations and private visitors. In preparing to accommodate the many Chinese guests, Dan Hotels organized a full day training seminar for all of its Hotels’ General Managers and Senior Operation Executives.

Mr. Roy Graff, Managing Director of ChinaContact, a known and experienced consultant on the booming Chinese luxury market delivered the seminar, during which he gave an introduction to the characteristics of Chinese tourists.

Mr. Graff outlined the Chinese guests’ expectations while staying at a Dan hotel.

Special attention was paid to the service and food elements of the hospitality, as well as outlining the marketing and sales expectations of the Chinese-travel trade: Travel Agencies, Tour Operations and MICE Agents.

Rafi Baeri, Vice President Marketing and Sales of Dan Hotels Israel said: “This is the first in a series of guidelines given to the Dan Hotels’ staff so that we will be able to deliver the most proper service and hospitality product to our esteemed Chinese guests.

In the next few months special marketing packages, which are specially designed for the Chinese market will be distributed.”

“Dan Hotels is proud to be the first and only hotel chain in Israel that is preparing exclusive packages and a dedicated service concept for the Chinese market” added Rafi Baeri “I am confident that we will manage to deliver the Dan Hotels established high standards to our Chinese guests.”

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About Dan Hotels:

The Dan Hotels Israel established in 1948 is the country’s leading luxury hotel chain with 14 establishments located in prime tourist areas around the country, all offering excellent service, luxury accommodation and fine cuisine. For more information visit www.danhotels.com

About ChinaContact:

Established in 2005 by Roy Graff, an expert on the Chinese travel market. Roy Graff has lived in China for many years and served in senior roles for companies such as GTA and Expedia.

ChinaContact provided consultation and marketing services on the Chinese Travel market to “VisitBritain”, “Tourism Ireland”, The Peninsula Hotels and Resorts and many other organisations and companies.

chinacontact.org

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Picture: The Management of Dan Hotels Israel which participated in the “China Travel Workshop” at Dan Accadia photographed with the outstanding backdrop of the Mediterranean. (Standing in the center of the top row) from left to right:

Mr. Roy Graff, Managing Director, China Contact

Mr. Ami Hirschstein, President of Dan Hotels Israel.
Ms. Xiaoyun Wu, Chinese Expert.

Mr. Rafi Baeri, VP Marketing and Sales, Dan Hotels Israel.

The other participants in the photograph are General Managers, Operation Managers and Room Division Managers from the Dan Hotels.