Earlier this year, The South Australian Tourism Commission unveiled an ambitious plan to triple the number of Chinese visitors to the state from 18,000 to 57,000 by 2020 and fully capitalise on the emergence of this market said to be worth some $450 million to South Australia.
Recognising the potential of Chinese inbound tourism for South Australia, Accor is helping the State Government achieve its targets in the Activating China 2020 tourism strategy through the Optimum Service Standards accreditation program.
“China is South Australia’s most valuable tourism market. In the year to March 2013, Chinese visitors contributed $124 million to the state’s economy,” South Australian Tourism Commission CEO Rodney Harrex said.
“South Australia has a lot to offer Chinese visitors with its food, wine and nature, so there is huge potential to grow this even further.
“It is great to see tourism operators such as the Novotel Barossa embracing the Chinese market and going to great lengths to welcome them to South Australia.”
According to The Barossa Product Gap Audit, further growth for the region will be achieved across luxury, family, youth and Chinese/Asian and business tourism segments which means upgraded infrastructure and enhanced hotel services such as Novotel’s Optimum Service Standards will cater to these market demands.
Novotel Barossa Valley Resort and Novotel Rockford Adelaide have led the way in the state with adopting tailored services to meet the needs of Chinese guests and attract large-scale visitation from this bourgeoning market.
The Optimum Service Standards include Mandarin speaking staff, translation of hotel welcome kits, business cards, area maps and in-room menus, adaptor plugs and Chinese newspapers will also be provided to guests. The hotel mini-bar will stock Chinese teas and the breakfast buffet will include Congee, soups and noodles with Chinese utensils. The hotel also has two Chinese chefs who can cater to particular dietary requirements and tastes.
In addition, Novotel Barossa Valley Resort will implement training for all staff on Chinese cultural practices in association with local community groups, so that they can better understand the specific needs and requirements of these travellers.
“South Australia and the Barossa Valley are emerging markets for Chinese visitors, and with the State’s array of premium food and wine experiences combined with enhanced hotel services, we believe we can increase visitor numbers substantially over the next five years,” said Sarah Henderson, general manager of the resort.
“As one of the leading accommodation providers in the region, Novotel Barossa Valley Resort already has a good track record with Chinese guests, but this inbound market representing the greatest growth opportunity, it is really important that we show we are prepared to go even further to ensure they feel comfortable and appreciated.
“We recoginse that Chinese travellers have high expectations in terms of service and to make their stay with us more comfortable and memorable, Accor’s Optimum Service Training will ensure that our staff are trained in the cultural sensitivities and preferences of these guests”.
“Novotel Barossa Valley Resort is perched overlooking the renowned Jacobs Creek vineyard and visitor centre and we work very closely with local tourism operators and Barossa Tourism to leverage opportunities particularly with large tour groups, so the Chinese market is and will remain very important to us.”
Accor is the first hotel group to introduce Optimum Service Standards for Chinese guests and will continue to roll out the Optimum Service Standards training to those hotels in its network who host large numbers of guests from China.
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