Marriott adopts “Li Yu” to target Chinese guests

Participating hotels will employ Mandarin-speaking staff
Participating hotels will employ Mandarin-speaking staff

Marriott International is stepping up its efforts to attract Chinese travellers with the launch of a new guest service initiative.

Named “Li Yu”, the new scheme is an extension of the Marriott Rewards loyalty programme and offers a “unique suite of Chinese-language services” at hotels in many of the most popular outbound destinations for Chinese travellers.

For example, Chinese members of Marriott Rewards members will be offered Chinese language concierge services via WeChat, the popular social media site. This applies to pre-trip advice and information, and requests made during the guest’s stay.

In addition, hotels participating in the Li Yu programme will employ dedicated Mandarin-speaking staff and offer Chinese-language hotel and destination guides, complimentary Chinese tea, appropriate F&B options, Chinese TV channels and newspapers, local phone cards, power adaptors and Wi-Fi. Members will also receive a Li Yu welcome gift upon check-in.

“China is the world’s largest outbound travel market and the new generation of Chinese travellers has a taste for exploration,” said Anka Twum-Baah, Marriott’s vice president of customer loyalty & content for Asia Pacific. “Our study conducted with Hurun Research Institute shows 42% of young luxury travellers want personalised experiences and 61% of them prefer electronic guest services.

“That is why we have introduced the Li Yu hospitality programme, just in time for Golden Week. With Li Yu, Chinese members can experience the thrill of travel while enjoying Chinese-language guest service, ease of digitised communications, familiar food and other relaxing comforts of home.”

The Li Yui programme has already been rolled out to 41 Marriott properties across the world, including those in Paris, London, Dubai, Tokyo, Seoul and Bangkok.

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