Hyatt Hotels and Resorts is penetrating the Chinese market with a special initiative called the "Ni Hao" programme, which was formed and tracked in Thailand to be a role model for other properties in Asia-Pacific.
Edouard Demptos
Edouard Demptos, newly appointed general manager of Grand Hyatt Erawan Bangkok, said the US chain started the scheme at Grand Hyatt Erawan earlier this year.
"Ni Hao" was created because it sees China emerging as a titan in the tourism and travel sectors.
China Outbound Tourism Research predicted that 150 million overseas trips will be made by Chinese this year, climbing to around 400 million trips by 2030.
"Hyatt started the programme in Thailand because the country is the No.1 destination for Chinese tourists," Mr Demptos said.
Despite slow arrivals from China after the Phuket boat disaster, more travellers from China are expected after the Thai government announced a waiver of visa-on-arrival fees.
The China market is the largest segment for Grand Hyatt Erawan, accounting for 20-30% of total guests, followed by Hong Kong, Singapore, the US and Australia, in that order.
In the programme, Grand Hyatt Erawan hired a special team of 10 Chinese speakers headed by a Chinese national. The team is responsible for all Chinese marketing, including hotlines, distribution and communication.
Mr Demptos said the Bangkok property will transfer expertise and knowledge from the programme to other Hyatt hotels located throughout Asia-Pacific.
Grand Hyatt Erawan is set to maintain its strength as a venue for meetings, incentives, conventions and exhibitions (Mice). The hotel recently added more professionals to its Mice team.
Bangkok ranked third in the top 10 cities for Mice in Asia-Pacific last year, trailing Singapore and Sydney.
The hotel has begun a bold vision to revive the grand days of travel for the modern world by creating spectacular hotel experiences, Mr Demptos said.
"For guests who do not have time to enjoy the locale pre- or post-meeting, Grand Hyatt Erawan can arrange to bring the local experience into the meeting," he said.
The hotel is set to attract millennial guests, while retaining old patrons.