From search engine Baidu, to the vast WeChat user dynamic, and via all the Chinese OTAs, the Plateno network becomes a hyper efficient channel on its own.
When Plateno Group and Barcelo Hotels & Resorts penned a deal for franchising and developmental initiatives this summer, not every hospitality and business media entity took notice. On the down-low though, what this news (and news of Louvre hotels acquisition) signaled, was a significant decision to invest in the European hospitality business. While key decision makers got wind of the “general” potential, specifics of the Plateno’s value proposition were not publicized. Here are more details.
This report at Hospitality Think Tank disclosed how Barcelo and other brands can engage some 80 million Plateno customers directly. For a Spain luxury brand like Barcelo (or any Spanish brand), the benefits are pointedly obvious, even if the methods of engagement were not made clear. In order to understand “how” Plateno helps fill Barcelo’s more than 100 hotels, and almost 38,000 rooms, throughout 18 countries, one must understand how Chinese travelers research and book rooms. We know that two thirds of outbound Chinese travelers are Millennials (15-35). We also know that the majority of these travelers visit Hong Kong, Japan, Korea, Australia, and other destinations closer to home. Flight time and economy being two major factors Chinese tourists focus on, it’s safe to assume Europe and other regional Chinese tourist flows will remain constant. However, destinations and businesses tied to competing for these guests will remain competitive by understanding how to stand out.
Barcelo and Spain are two very good examples of what Chinese travelers headed to Europe are looking for. Both are values set alongside costly alternatives, and siloed hotel business trapped into inflexible ways of attracting guests. Plateno Group has deep intelligence into Chinese guest expectations by virtue of being part of the largest group of Chinese hotels. Those 80 million loyalty customers have provided a lot of feedback, and Plateno has grown by virtue of expanding client experience. In short, Barcelo has a dedicated hyper-channel in Plateno, to connect with all the tools and services those guests use. Plateno Group, and Plateno Connect will wire Barcelo directly into this growing user base.
Plateno Group connects to the tools and services its clients in China use. From search engine Baidu, to the vast WeChat user dynamic, and via all the Chinese OTAs, the Plateno network becomes a hyper efficient channel on its own. This Goldman Sachs study is a detailed prospectus on the burgeoning Chinese tourist market, but Plateno Group knows this market very well indeed.
Tomasz Janczak is the E-Commerce & Distribution Director for Plateno Group Europe, the daughter company of the Chinese hotel group, which manages more than 3700 hotels under 16 brands globally. Tomasz is also heading up the launch of a new project for Plateno corporate, that will open up the unlimited Chinese travel market to European hoteliers.
