Preferred targets Chinese guests with UnionPay deal

Preferred Hotels & Resorts has ramped up its efforts to attract more Chinese guests by entering into a new global partnership with UnionPay International – the country’s most widely-used bank card payment network.

The agreement, which is the first between UnionPay and a global independent hotel brand, will run until 2019 and will enable millions of UnionPay cardholders to book and pay for Preferred hotel stays.

The deal will also include advertising campaigns and cardholder promotions. Preferred will be offered banner advertising on the UnionPayIntl.com website and statement inserts at banks across China. And to kick off the partnership, Preferred has joined UnionPay’s ongoing “Enjoy the World Your Way” promotion, which offers discounts of up to 15% at 125 properties in destinations popular with Chinese travellers.

The UnionPay deal marks the latest example of Preferred’s efforts to target Chinese guests. In the past two years, the company has launched a new Chinese website, conducted social media campaigns on Sina Weibo and WeChat, formed a partnership with Air China, and enhanced its booking connectivity with key Chinese OTAs and TravelSky, China’s GDS.

Preferred currently has 23 hotels in China, including the brand new Wanda Reign on the Bund in Shanghai (pictured top).

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