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GHC Asia wins PR brief for LUX* Resorts

Mauritian luxury hotel group LUX* Resorts’ account in China now belongs to GHC Asia, the agency announced yesterday.

It will be promoting the hotel group’s three properties in Mauritius, one resort in Maldives and another in Reunion Island.

“GHC will help us market the Tie Xin programme, specifically designed to address the personal needs of Chinese travelers,” said Julian Hagger, chief sales and marketing officer at LUX* Resorts.

He added that China has become one of the group’s most important feeder markets.

Features of the Tie Xin programme, whose name roughly translates to “close to heart”, include Chinese-speaking staff members welcoming guests and leading weekly activities and excursions.

Also part of the programme is the availability of Chinese food in the hotels’ East Asian restaurants, Chinese newspapers, chess, books and mahjong.

GHC China managing director Gary Yu doesn’t think offering Chinese language services and cultural products stops travelers from experiencing the local culture.

“Chinese travellers still want the comfort of what they have at home, such as reading Chinese newspapers or having tea, congee or noodles,” he said.

But many hotels around the world are already offering services in Chinese to cater to travellers from the mainland.

Yu said the agency would emphasize the personal nature of the programme in their campaigns.

“For example, there are telephone booths at LUX* hotels where people can simply pick up the phone and make an international call home for free,” he said.

Other hotel clients under the agency’s belt include Belmond, which owns 45 hotels globally and Maybourne Hotel Group in London.

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