Aspen targets Chinese skiers
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
The US ski resort of Aspen is embarking on a new campaign to target skiers from China and Hong Kong.
The Aspen Skiing Company, which operates four mountains in the Colorado ski resort area – Snowmass, Aspen Mountain, Aspen Highlands and Buttermilk – has launched a new sales and marketing drive targeted at the Chinese market.
Partnering with China Business Network (CBN), Aspen said it has witnessed rising interest from travellers in Hong Kong and China. And to cater for the new guests, the resort has started offering a range of tailored services, such as a Chinese in-resort concierge, Mandarin-speaking staff and Chinese signage.
This focus on the Chinese market comes amid a major investment in the resort’s infrastructure. Aspen Skiing Company is investing US$68 million into new projects, including more than US$10 million for the 2015-16 winter ski season.
New facilities opening this year include a new high Alpine chair lift, the installation of new snowmaking equipment on two existing trails, and new trail and glade construction projects.
Aspen Skiing Company has also started construction on the new Limelight Hotel Ketchum, which is scheduled for completion in December 2016. The new hotel will feature 99 hotel rooms plus a restaurant and lounge.
And Aspen is now more accessible for Chinese guests, with American Airlines launching new direct flights from Chicago this winter and an expanded service from Dallas. American operates direct flights from Beijing and Shanghai to both Chicago and Dallas, as well as direct services from Hong Kong to Dallas.
Comments are closed.