Cheval focuses on growing inbound Chinese market

George Sell George Sell Uploaded 30 August 2019


UK: Cheval Collection has appointed Chinese marketing consultancy Emerging Communications to drive sales from tourists, students, business executives and expats from China.

Emerging Communications has been appointed to create increased brand awareness and highlight customer benefits through Chinese social media platforms Weibo and WeChat. It will also promote offers on Chinese mobile payment platform Alipay, which contains a suite of marketing tools, including destination guides and the ability to flag promotional incentives. In addition, China’s best used online holiday planning and booking service C-trip, will be used to identify and communicate with target prospects at the time visits to the UK are being planned.

The number of Chinese coming to the UK is growing rapidly. According to data recently released by TripAdvisor, 2019 visitor numbers are up 133 per cent on last year, and spending by Chinese tourists is expected to rise 40 per cent to reach £1 billion in 2019, according to Visit Britain. The number of Chinese students from wealthy backgrounds registered at universities has risen to 106,000, with applications up 30 percent so far this year, reports university clearing house UCAS. The average monthly disposable income of Chinese students is £1,500.

George Westwell, CEO of Cheval Collection, said: "With the growing number of Chinese visitors coming to the UK, we felt now was the best time to appoint Emerging Communications. We are confident that this specialised agency will drive sales and increase awareness of the Cheval brand across powerful digital platforms to ensure our ever-evolving brand is being globally recognised. We very much look forward to what the future brings and look forward to seeing the results."

Emerging Communications CEO Domenica Di Lieto said: "Cheval Collection properties are a good match for a variety of Chinese visitor demographics, and with numbers up in all categories there has never been a better time to target the different sectors. We will be creating awareness and calls to action to drive customer traffic, build social media endorsement, and maximise opportunities around peak tourism windows such as Golden Week and Chinese New Year."


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