An Authentic Experience for Chinese TravelersOver the past decade, the number of Chinese citizens traveling abroad has grown from virtually zero to 55 million.
Summary _ Sensing an opportunity to elevate the guest experience and drive business, Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, launched Hilton Huanying (“welcome” in Chinese) in August 2011. It extends an authentic welcome to Chinese guests at major market properties around the world via a detailed offering of hotel amenities and services. The program aims to strengthen relationships with Chinese consumers directly and government approved travel agents largely responsible for booking international tours._ For which reason, after what kind of report did you choose to carry it out? _ Hilton conducted quantitative and qualitative research and leveraged its expertise as the global leader of hospitality, with more than two decades of experience in China, to develop a tailored offering of hotel amenities and services important to Chinese travelers. Hilton conducted interviews with Chinese clients, along with operators and employees at its hotels in greater China. Beta tests at Hilton Los Angeles/San Gabriel (San Gabriel, Calif., U.S.), Hilton London on Park Lane Hotel (London, U.K.) and Millennium Seoul Hilton (Seoul, South Korea) refined the program prior to launch._ Which goals do you pursue? Hilton Huanying provides an authentic welcome for Chinese guests revolving around three key areas: arrival experience at the front desk; guest room experience; Breakfast at Hilton experience. Through the program Hilton aimed to build affinity among international Chinese travelers visiting Hilton properties abroad while increasing loyalty within the market._ What are the primary and secondary objectives? Customer loyalty Increase customer awareness Have a better understanding of customer needs Increase revenue Gain new customers Target the most profitable customers Reduce structural costs
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