Looking for opportunities, hotel group joins the club

Hong Kong company says online tourism platform helps it stay in touch with travelers in Asia and the United Kingdom

The Asia-based hotel group Dorsett Hospitality International says it sees the China Club online tourism platform as a valuable initial contact point for travelers to get information on traveling to different parts of China, including where to go and what to do.

Powered by China Daily and hosted by talkholiday, China Club is an online platform dedicated to meeting the growing interest in China, serving the Chinese market and its growing tourism industry, as well as facilitating better understanding of the Chinese economy and Chinese culture.

"Dorsett being a hospitality provider obviously plays an integral part in these endeavors, so we are happy and proud to be part of the China Club network," says Philip Schaetz, senior vice-president of sales and marketing at Dorsett Hospitality International.

Schaetz says China Club can help the hotel group gain more brand awareness outside Asia and therefore deliver new business to its hotel portfolio in China and Hong Kong, as well as in Malaysia and Singapore.

In return, Dorsett is offering special information and access to special deals for China Club members.

"We want to be seen as a travel partner and supporter in China Club members' eyes - as they plan their trip to China, while they're in the region and also staying engaged beyond their trips," Schaetz says.

Dorsett, whose headquarters are in Hong Kong, owns and manages 27 hotels, and has six more in the pipeline in key cities.

"The group's brand concept celebrates the intertwined stories of Asia and Britain to create something extraordinary. Touches of local Asian culture and tradition are deftly woven into the product and service offerings."

Dorsett adopts a "Chinese wallet" strategy, meaning it follows the footsteps of Chinese and Asian travelers, Schaetz says.

"Being a true Asian-based company, we have a better understanding of the needs of our Chinese and Asian travelers in particular and our service elements are true to our roots," says Schaetz.

"We incorporate Asian-inspired hospitality into our service elements and adopt a non-cookie-cutter approach.

"For example, our hotel in London, Dorsett Shepherds' Bush, offers congee as part of its breakfast spread; and a selection of Asian dishes are incorporated into the menu," Schaetz says.

On the Chinese mainland, there are four different Dorsett hotel brands, including two in Shanghai, one in Chengdu and one in Wuhan.

With China as its key market, Schaetz says, Dorsett wants to make sure that it is constantly connected before, during and after a client's stay with the hotel, including when customers start thinking about a destination, doing the research when they book, during their stay as well as beyond.

"For that reason we have engaged a PR and social media team that specialize in China and fully understand the Chinese consumer, and comprehend the landscape in which they conduct this cycle. This will help us to win the Chinese consumer over and follow Dorsett where Dorsett goes."

In terms of challenges in the Chinese market, Schaetz believes creating brand awareness and brand "stickiness" is a constant battle.

"But as Dorsett is a relatively small player, we are actually quite happy. Dorsett Shepherds' Bush in London, as an example, receives a disproportionately large number of travelers from China versus our competitors," he says.

"We firmly believe this is because we very much cater to their needs, delivering authentic Asian hospitality which is presented in the hardware, the service offerings like the Chinese breakfast, full bathroom amenities but most importantly through our people who have a genuine interest in satisfying every single guest."

To become an individual member of China Club, please visit: www.chnclub.org

wangmingjie@mail.chinadailyuk.com

(China Daily European Weekly 09/25/2015 page22)