IHG targets Chinese guests with new service initiative

IHG targets Chinese guests with new service initiative

Zhou Dao programme to be rolled out to 250 hotels by end of 2015

Zhou Dao programme to be rolled out to 250 hotels by end of 2015

Pic caption: Kenneth Macpherson, CEO of IHG Greater China, launches Zhou Dao
Pic caption: Kenneth Macpherson, CEO of IHG Greater China, launches Zhou Dao

InterContinental Hotels Group (IHG) has officially launched a new global programme for hotels wanting to cater for Chinese guests.

Called ‘Zhou Dao’, the new service initiative is designed to prepare IHG hotels to welcome Chinese travellers. The name integrates IHG’s Chinese name ‘Zhou’ with the Chinese philosophical concept, ‘Dao’, which is intended to convey “attentive, thorough and considerate courtesy”, according to the company.

This will include having Chinese-speaking staff at hotel front desks and call centres, the acceptance of China UnionPay cards, a Chinese guest welcome pack, Chinese channels on in-room TVs, Chinese tea and Chinese F&B options.

IHG staff are also undertaking training in how to meet the needs of Chinese guests, with more than 10,000 hotel employees having now completed the Zhou Dao service training.

“In order to offer Chinese travellers a more confident, satisfactory and intimate travel experience, we are launching Zhou Dao, our meticulously developed China Ready programme globally,” said Kenneth Macpherson, CEO of IHG Greater China. “Entering the China market over 30 years ago, IHG has become the largest international hotel company in China and has amassed a deep understanding of Chinese consumers.

Hualuxe Hotels & Resorts will include traditional Chinese tea houses
Hualuxe Hotels & Resorts will include traditional Chinese tea houses

“We are ready to welcome more Chinese travellers to enjoy the best ever lodging experience that they are familiar with at home,” Macpherson added.

Nearly 100 hotels across the globe are already participating in the Zhou Dao programme, and by the end of this year the number will more than double to 250 hotels.

IHG has also partnered with ‘Welcome Chinese’, a new hospitality standard specifically tailored for Chinese travellers, and the only industry standard recognised by the state-run China Tourism Academy. Through this partnership, all IHG hotels that participate in the Zhou Dao programme will be certified by Welcome Chinese.

This year, IHG will open its first ever Hualuxe Hotels & Resorts properties – its new Chinese-focused brand. This is the first time a global hotel group has launched a new brand specifically for the Chinese market.

Mark Elliott
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Mark Elliott
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