China at the The Grand, York
Chinese travel throughout the UK is booming. With York named as the fourth fastest growing city in the UK for room nights booked by Chinese visitors between 2015 and 2017, increasing from 870 to 6,723 room nights being booked from 2015 to 2017, this represents a rise of over 770%. Additionally, China is the second top country visiting York with 9% of all overseas tourism to the city (York Visitor Survey 2015).
The palatial elegance of The Grand, boasting Edwardian era features and modern world facilities, has spotted this opportunity and developed a host of fitting tactics to help welcome Chinese guests. In doing so, the hotel has grown total revenue with the Chinese market by an impressive 130%. Here is a list of what they have been up to:
Weibo– launched and maintain a profile, in Mandarin, on the Chinese Facebook equivalent platform gaining 27,168 followers in 18 months
VisitYork collaboration – featured in a promotional video reaching 500,000 viewers, in a visitor guide translated into Mandarin showcasing the best of York, and had its own information sheet produced demonstrating key details about the hotel.
International travel PR – became part of UKInbound and China Travel Outbounds schemes through representation under the Visit York brand that host Chinese media and travel bloggers throughout the UK
Ctrip – host a profile on the accommodation booking website becoming the top ranked hotel for Chinese visitors in York. With most Chinese visitors booking 4-5-star hotels between 16 and 30 days in advance (17.6%), or only 1-3 days in advance (16.9%), The Grand, York works hard on the platform to quickly raise awareness and convert to bookings.
Mandarin lessons for staff – five members of the team have taken and passed their language exams with the York Chinese School in Mandarin to improve the customer experience, with plans to enable further team members to undertake the classes in the year ahead.
Wechat– accessed through a scannable QR code at the concierge desk, Chinese visitors can access a mini website providing key information, translated menus, and facilities details through the popular social media app.
Chinese adaptations – to best serve Chinese visitors, The Grand, York has introduced Chinese signage, translated menus, Chinese friendly food and drink options, and established a welcoming environment for guests who for the first time overtook the US as the leading inbound market.
To book your stay or for more information, visit www.thegrandyork.co.uk or call 01904 380038.