The Grand in York has grown its total revenue from the Chinese market by 130% after developing a series of tactics targeted towards this lucrative buying group.
With Chinese travel throughout the UK booming, the five-star hotel has introduced a number of new initiatives to drive engagement from visitors from this part of the world across its platforms both online and offline.
The hotel launched a profile on the Chinese Facebook equivalent platform Weibo, gaining 27,168 followers in 18 months.
As part of a VisitYork collaboration, the hotel 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.
The Grand also 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.
The property invested in Mandarin lessons for staff and hosted a profile on accommodation booking website, Ctrip, becoming the top ranked hotel for Chinese visitors in York.
The Grand, York has also introduced Chinese signage, translated menus, plus Chinese friendly food and drink options.