The tourism market in mainland China has grown rapidly, recording more than US$44 billion increase in investment over the past five years. While themed hotels have been widely used as marketing tools in western countries, it is far less common in mainland China. Dr Philipp Wassler and Dr Hung Kam, Postdoctoral Fellow and Associate Professor of the School of Hotel and Tourism Management, discussed the findings of their latest study on the opportunities of themed hotels in mainland China.
What are “themed hotels”?
In a themed hotel, the design, décor, facilities, staff and services are all based on a unique and strong theme to provide a memorable experience for tourists. The themes may be based on a country, a location or more specifically such as sports, nature and cartoon characters. The Disney theme park hotels and casino resorts in Las Vegas are well known examples of themed hotels.
What do you think of the current trend of themed hotels in mainland China?
Themed hotels are far less common in mainland China than in the West mainly due to the risk-averse nature of Chinese business culture and less adventurous nature of Chinese tourists. Chinese hoteliers consider hotel theming as a high risk strategy, which requires long-term investments in a niche market. Chinese travellers generally prefer more traditional hotel experience, contrary to foreign tourists who are more likely to enjoy exotic experiences such as sleeping in trees, or even staying in prison-themed hotels.
Please briefly explain your study.
Mid- to upper-level managers, senior executives of hotel groups and hotel owners were interviewed. They shared their understanding of hotel theming, successful examples of themed hotels in mainland China, and strategies for developing themed hotels in the mainland.
Is there any difference in themed hotel preferences between Chinese tourists and foreign travellers?
From the study, we found that foreigners generally prefer retro-style themes based on traditional Chinese culture and Chinese tourists tend to favour futuristic and foreign-themed hotels. Among Chinese tourists, those from rural areas prefer modern themes while those from the city prefer more nostalgic and simpler design.
How do you see the future of hotel industry in mainland China?
Intensifying competition from international hotel chains will push locally owned hotels in the mainland to rethink their marketing strategies in order to differentiate themselves and gain a strong foothold in the industry. Niche marketing in the form of hotel theming will be a way forward.
We recommend developing local culture-themed hotels, with religious, ethnic, regional or historical traits of a particular area, combined with local food, music and decoration. By adopting a local theme, hotels can take up the role of cultural ambassadors and help preserve local cultural heritage. Construction and staff training cost can also be lowered with the use of local materials and employment of local staff.