Radisson Expands 'Welcome China' Initiative with New Co-Branded Hotels

Radisson Hotel Group, alongside Jin Jiang International, unveils new co-branded hotels and bespoke amenities under the 'Guan Xin' program to cater to the rising influx of Chinese travelers in EMEA.

Radisson Hotel Group, in partnership with its owners and shareholders Jin Jiang International, announces the expansion of its 'Guan Xin' (Welcome China) program with the launch of eight new co-branded properties across EMEA in 2024. This initiative aims to create a homely experience for Chinese travelers through bespoke amenities and services, reinforcing Radisson's commitment to accommodating the cultural and personal preferences of its guests.

The initiative builds on the momentum of outbound Chinese tourism, which is expected to see significant growth in 2024 following the reopening of China to international travel. With a keen interest in European destinations, Chinese travelers are anticipated to seek unique international experiences, further underscoring the importance of tailored hospitality services like those offered by the 'Guan Xin' program.

Highlights of the Expansion:

• Co-Branded Properties: The new co-branded hotels will be located in key markets within France, Belgium, Norway, Sweden, and the Netherlands. Notable properties include Radisson Collection Grand Place, Brussels; Radisson Blu Scandinavia Hotel, Oslo; and Radisson Blu Hotel, Milan.
• Bespoke Amenities: Tailored specifically for Chinese guests, the amenities include Chinese menus, welcome cards, tea kettles with a selection of Chinese teas, Chinese television channels, and the ability to pay with Chinese Union Pay cards, WeChat Pay, and Alipay for online payments by the end of 2024.
• Culinary Offerings: The co-branded hotels will feature traditional Chinese dishes such as congee and noodles, in addition to a curated selection of daily breakfast options catering to Chinese tastes.

Eric De Neef, EVP and Chief Commercial Officer at Radisson Hotel Group, expressed optimism about the return of Chinese travelers to EMEA and highlighted the 'Guan Xin' program's role in making guests feel at home. With the gradual easing of visa restrictions and the expansion of international flight routes, Radisson anticipates a significant uptick in demand from Chinese outbound travelers.

Future Developments:

In addition to the hotel co-branding program, Radisson Hotel Group plans to extend the 'Guan Xin' amenity program to other properties in EMEA that wish to opt-in, based on hotel guest needs and expectations. Currently, nearly 20 hotels across EMEA offer the standard 'Guan Xin' program to Chinese guests, showcasing Radisson's dedication to enhancing the travel experience for international visitors.

This expansion reflects Radisson Hotel Group's strategic approach to hospitality, focusing on inclusivity, cultural sensitivity, and the provision of exceptional services tailored to the diverse needs of global travelers. For more information on the 'Guan Xin' program and the new co-branded hotels, please visit www.RadissonHotels.com.