The co-branded hotels will enhance their food and beverage options to appeal to Chinese-speaking travellers. Credit: Radisson Hotel Group.

Radisson Hotel Group, in partnership with Jin Jiang International, has unveiled its “Guan Xin” (Welcome China) programme, aimed at expanding co-branded hotels and introducing a new amenity programme for Chinese travellers.

This initiative follows the launch of the first co-branded property in Frankfurt, Germany in 2019 and aligns with the anticipated full return of Chinese outbound travel.

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In 2024, Radisson Hotel Group plans to launch eight additional co-branded properties across EMEA, including locations in France, Belgium, Norway, Sweden, and the Netherlands.

These properties, which include Radisson Collection Grand Place, Brussels, Belgium; Radisson Blu Scandinavia Hotel, Oslo, Norway; Radisson Blu Royal Garden Hotel, Trondheim, Norway; among others, will offer amenities designed to provide a bespoke experience for Chinese guests.

The co-branded hotels will feature amenities that cater specifically to Chinese travellers, including Chinese menus, welcome cards, and acceptance of payment options such as Chinese Union pay cards.

WeChat Pay and Alipay are also planned to be made available for online payments at these properties by the end of 2024.

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Guest rooms at the new co-branded hotels will include personalised touches, access to Chinese television channels. These offerings are in addition to the existing amenities available to international travellers.

The hotels will also enhance their food and beverage options to appeal to Chinese-speaking travellers, with traditional dishes like congee and noodles, as well as a curated selection of breakfast items.

Furthermore, Radisson Hotel Group plans to launch the “Guan Xin” amenity programme to other Radisson Hotel Group properties in EMEA that choose to opt-in based on the hotels’ guest requirements.

Currently, nearly 20 hotels throughout EMEA already provide the standard “Guan Xin” programme to Chinese guests.

Radisson Hotel Group executive vice-president and chief commercial officer Eric De Neef said: “We have already started to see a strong increase in demand from Chinese outbound travellers in 2024 searching for unique international experiences over the Lunar New Year.

“With foreign visas gradually becoming more accessible and increased international flight routes, we are hoping to see the long-awaited return of outbound Chinese travellers to EMEA continue to grow. We look forward to welcoming more Chinese travellers with our new Guan Xin programme to make them feel right at home.”

Recently, Radisson unveiled plans to strengthen its Moroccan footprint, aiming for a portfolio of 25 hotels by 2030.