By Yao Minji (Shanghai Daily)
Updated: 2007-06-29 09:36

Will young "gold collar" professionals break with China's tradition of thrift and spend Golden Weeks at home in luxury hotels? A new company is betting they will choose stay-at-home travel and local pampering.

Shanghai always ranks near the top in terms of travel outside the city during the Golden Weeks in May and October. But many people also say good-bye to their travel plans at the last minute because the destinations are "too far away," "too crowded," "too tiring" or they simply admit: "I'm too lazy."

Those people might appreciate the new "stay-at-home travel" option offered by EC Navi China - staying at luxury, four-to-five-star hotels within Shanghai. Packages are available on the newly opened Website (www.manmanzou.com), under trial operation.

EC Navi China obtains special hotel packages. In addition to a room and all the usual services such as breakfast, a typical package often includes free or discounted use of massage, salon, spa, gym, elegant dining and other facilities.

The target customers are young professionals with a relatively high salary "who desire to get de-stressed from work and family affairs and also have the money to spend," according to Kouei Kaku, COO of EC Navi China, a fourth-generation Japanese-Chinese.

In Shanghai many hotel facilities are under-utilized by hotel guests who are largely businessmen, says Kaku. This means there is capacity available for his packages.

Among the small group of highly paid young professionals - 20 to 35 years old with 8,000 yuan (US$1,050) to 15,000 yuan monthly, some absolutely love the idea because "it will be a truly relaxing experience" and others, consider the concept ridiculous and a big waste.

EC Navi China, a local company opened late last year, is invested by a Japanese price comparing Website. The company uses the business model of a successful Japanese Website that started the luxury vacation-at-home packages in 2000.

"The concept, promoted in Japan since 2000, is quite popular now," says Kaku. He explains that many Japanese guys purchase such a package to spend a romantic night in the hotel with their girlfriend on special occasions such as an anniversary, the girlfriend's birthday, and Valentine's Day, among others.

And it is also common for office ladies and their friends to spend a weekend in a quiet hotel where the lavish setting and facilities help them forget work pressure and worries. And they share the cost, says Kaku.

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