BEIJING, China and MCLEAN, Va. – Hilton (NYSE: HLT) in the present day revealed outcomes from shopper analysis initiatives [1] undertaken by world data and measurement homes, Kantar and Nielsen. By exploring Chinese language customers’ mindset and their rapidly-growing urge for food for high quality journey experiences, the analysis paves the way in which for the introduction of the brand new Cover by Hilton model in China with the intention to meet rising native demand for lifestyle-driven tourism. The insights had been launched in the present day in a Beijing press convention and exhibit Hilton’s dedication to innovation based mostly on buyer engagement.
Chinese language Vacationers Pursue a Distinctive New Way of life
As China’s increasing financial system shifts from an export and investment-led mannequin to considered one of consumption and companies, the nation’s tourism sector continues to expertise a significant increase. The variety of home vacationers reached 2.83 billion within the first half of 2018, up 11.4% year-over-year, whereas outbound vacationers surged 15% over the earlier 12 months to hit 71.three million, in response to the China Tourism Academy. [2] This comes hand in hand with Chinese language vacationers’ altering preferences: they now worth experiences over compulsory visits to landmarks and are extra prepared to spend on native eating and cultural actions.
By a survey of 1,000 Chinese language residents throughout totally different age teams and areas who’ve stayed in an upscale resort a minimum of as soon as, the Kantar research recognized 4 new key traits which have emerged amongst in the present day’s Chinese language vacationers:
83% of respondents are “eager to discover” totally different native cultures
82% take pleasure in “self-pampering”
77% are “open” to socializing with locals
77% are “self-expressive” by looking for out new experiences
These traits exhibit an urge for food to dive deep into native tradition and pay a premium for rewarding experiences. Vacationers additionally count on inns to function a mix of tradition, consolation, socialization and personalization. Moreover, they search locations the place distinctive areas, particular gourmand experiences and customised companies come collectively to outline a particular life-style.
The survey additionally captured three widespread mindsets amongst Chinese language vacationers:
They “work onerous and play tougher”, with 67% of respondents opting to dwell within the second and looking for instantaneous gratification to shortly get well from the hectic tempo of labor. On the similar time, 54% of respondents hunt down inns that may supply an “invigorating expertise”.
69% label themselves because the “me era” who thrive on being within the limelight, with sturdy need to precise their identification. Correspondingly, they relish alternatives to be seen, together with by way of socially shareable visuals; 50% mentioned they like resort partitions to be curated with native objects and 48% favor distinctive and classy design decorations.
They’re pleased with moments of easy bliss. 63% seek advice from the significance of considerate, personalised perks over opulence, whereas 50% mentioned they care about how inns attend to their on a regular basis life-style wants.
“Bolstered by increased disposable revenue, wider worldwide publicity and simpler accessibility of journey, Chinese language customers are extra assured in exploring new locations and trying to acquire new experiences after they journey. By understanding their evolving wants by way of these research with two world-renowned establishments, Kantar and Nielsen, Hilton is ready to deepen our reference to visitors and current progressive choices – together with our Cover by Hilton model – that target their tastes and preferences,” mentioned Gary Steffen, World Head, Cover by Hilton.
Neuroscience Confirms Cover by Hilton’s Resonance in China
Cover by Hilton was totally researched to fill a void within the market. The model debuted in China with the opening of Cover by Hilton Chengdu Metropolis Centre to ship an experiential, neighborhood-centric resort class to satisfy Chinese language vacationers’ wants.
In a novel strategy to localizing the model expertise, Cover by Hilton partnered with Nielsen to check customers’ emotional responses towards the model by way of cutting-edge neuroscience. By monitoring mind exercise by way of EEG sensors and monitoring eye actions to pinpoint scorching zones on what a shopper is noticing, Nielsen was in a position to establish with precision qualities or choices that had been simplest in participating customers’ consideration, feelings and recollections. Particularly, the research discovered that Chinese language customers responded positively to the thought of a “thoughtfully native” providing, the place the resort serves as an extension of the neighborhood and providing a style of the encompassing locale by way of distinctively native designs, foods and drinks, partnerships and extra.
Particular propositions that stood out embody:
“A showcase of native artists’ work inside the resort” encompasses quite a few aesthetic and stylistic touches inside the resort that allude to Chengdu’s historical past as a gathering place of arts and commerce alongside the Silk Street.
“Concentrate on considerate particulars” evokes consideration to easy, considerate touches that depart an enduring impression and combine seamlessly into visitors’ expertise. For example, in Chengdu, Cover by Hilton affords visitors a pack of mahjong items with orange-colored Cover design on the again as welcome reward. This celebrates the cherished native custom of taking part in the sport with mates, households and even enterprise companions.
“Bicycles accessible for complimentary mortgage to discover the locality” notably evoke a leisurely temper and attraction to Chinese language customers who want to get away from their busy lives.
“These neuroscience shopper instruments present higher precision and predictability than typical survey strategies by understanding folks’s acutely aware and non-conscious responses. Our research has affirmed that Cover by Hilton’s model promise of a “Constructive Keep” and forward-looking native ideas resonate nicely with Chinese language customers and dwell as much as their expectations of a really perfect journey expertise,” mentioned Tina Ding, Vice President, Neilsen China.
Sturdy World Development
Following the opening of Cover by Hilton in Chengdu, the model has no intention of slowing down, with an aggressive pipeline of greater than 30 inns scheduled to open globally, with areas together with Paris and London, within the subsequent six years. In addition to the current opening of Cover by Hilton Chengdu Metropolis Centre, forthcoming launches in APAC embody Cover by Hilton Hangzhou Jinsha Lake, opening in late 2019, and Cover by Hilton Kuala Lumpur Bukit Bintang, opening in late 2021. Such progress momentum is ready to boost Hilton’s place in customers’ thoughts as a vibrant and lifestyle-oriented model.
“The launch of our progressive life-style manufacturers in China underscores our dedication to deploying our manufacturers thoughtfully and strategically to serve any journey want our visitors could have,” mentioned Alan Watts, Govt Vice President & Regional President, Asia Pacific, Hilton. “Cover by Hilton, with its emphasis on genuine experiences within the neighborhood and guest-directed service, will delight visitors in new methods every time it arrives in new locations with domestically impressed choices.”
[1] The analysis was performed by Kantar on behalf of Hilton, with 1,000 respondents aged 20-45 in Mainland China between 01.12.2018 – 10.12.2018. The survey was performed from a rando pattern of China vacationers. KANTAR abide by and make use of members of the Market Analysis Society which relies on the ESOMAR rules.
[2] 22 Aug 2018, The State Council Official Web site, Main tourism financial information report for the primary half of 2018

ContactClare WoodfordHilton – Asia PacificPhone: +65 9819 1457Ship E-mail

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