Chinese hotels overseas welcome mainland guests

More Chinese than ever are traveling to the US and other foreign destinations, and hotels in the mainland are going with them.

In 2015, more than 2.5 million visited the US, and that figure was expected to rise significantly in 2016, which was designated China-US Tourism Year.

One hotel group seeking to capture those tourists is Shanghai-based Green Tree Hospitality Group, which has five hotels in the US, in Arizona and California.

Kevin Brooks, a co-managing director, said the company operates more than 2,000 hotels in China that range from budget or limited-service options to five-star designations. He said that a Green Tree budget or limited-service hotel in China is similar to a Holiday Inn Express in the US.

“About 18 months ago, the company decided to expand in the US, and last year we converted five hotels to our brand,” said Chris Petroff, co-managing director. “In 2017, we have embarked on franchising.”

Petroff said the company is hoping that existing franchise operators in China will consider a US location to help spread the brand.

Brooks said Green Tree intends to build on its familiarity in China to spur growth in the US.

“We currently have a loyalty program in China that has 12 million paying members,” Brooks said. “We are seeing strong demand for US travel from that group.”

Driven by a rapidly growing middle class, the number of Chinese outbound tourists is expected to reach 150 million in 2020 from 122 million in 2016, with an estimated average annual growth rate of 5.09 percent, according to the China National Tourism Administration.

Travelers have many incentives for visiting other countries. In addition to a vacation, business or family considerations may require a trip from the mainland.

“There have been several articles on the growth of what is called the ‘bleisure’ group,” said Petroff. “That is a fastgrowing segment that combines business and leisure travel by taking a week before or after a business trip to visit prominent places.”

Another growing source of overseas travelers from China is parents sending children to study in the US, Petroff added.

Brooks said Alex Xu, the founder and chairman of Green Tree, has a vision for the company that sees it becoming a global brand. “We are also exploring other countries in Asia and Europe for expansion,” he said.

PROVIDED TO CHINA DAILY The Green Tree Hospitality Group Inc, which has five hotels in the US, including this one in Florence, Arizona, is a Chinese brand that hopes to capitalize on rising Chinese tourism to the US.