Hilton Huanying - Hilton Adapts to Chinese Tourists

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“Hilton Huanying ” Hilton Adapts to Chinese Tourists Sameer Mathur, Ph.D. ur.com

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Agenda

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Sameer Mathur BuddingMarkets.com Asst. Professor (Marketing) 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009

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4 Chinese Travel Abroad Chinese Tourists Are Flocking Abroad and Hilton Hotels wants their business

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5 Huanying Program C reate a Tailored E xperience for Chinese Travellers , making them feel at home, overseas

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6 Huanying – 3 touch points

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7 Huanying – 3 touch points

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8 Huanying – Target Segments

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9 Chinese Spending $$$

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10 Educated Chinese Abroad

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11 Target Segments young to middle aged; upper middle class and higher class educated traveling to major cities

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12 Reverse Adaptation In evolution, organisms inevitably adapt to their surroundings. Reverse adaptation = surroundings adapting to suit the organisms .

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13 Reverse Adaptation Hilton’s Hyanying program is an example of Reverse Adaptation, designed to make Chinese tourists feel at home abroad

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Summary

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Prof. Sameer Mathur Viewed over 500,000 times Marketing and Strategy Concepts, Articles, PPT

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