Emaar Hospitality to strengthen China outreach with new partnership

Emaar Hospitality to strengthen China outreach with new partnership
Images used for illustrative purpose only
Published: 10 June 2019 - 6:45 a.m.
By: Priyanka Praveen
Emaar Hospitality Group is strengthening its market outreach to China with a sales and marketing partnership agreement with Youli Hospitality Consulting, the group announced.

According to the agreement, Youli Consulting will promote hotels under Emaar’s luxury Address Hotels + Resorts and upscale lifestyle Vida Hotels and Resorts, across key markets in China including Beijing and Shanghai.

The Chinese company will also promote Emaar among travel and tour operators in China, in addition to “driving meetings, conferences and exhibitions (MICE) traffic covering leading corporates”. The hotels will be promoted through WeChat/Weibo accounts.

Speaking about this partnership, Chris Newman, CEO of Emaar Hospitality Group, said: “China continues to be one of the fastest-growing tourism markets for Dubai, led by its ‘China Ready’ strategy. Our hotels are among the most recognised and sought-after by Chinese visitors. Through our partnership with Youli Consulting we aim to strengthen guest arrivals from China.”

According to data from Dubai Tourism, the number of Chinese travellers to Dubai increased by 13 per cent in the first quarter of 2019 compared to the same period last year.

Speaking about how this partnership will drive Chinese tourists to Dubai, Li Lei, founder of Youli Consulting, said: “Dubai is today among the most in-demand destinations among the Chinese travellers. We understand the aspirations and needs of Chinese guests and we will promote Emaar Hospitality Group’s hotels in Dubai to young travellers, middle-class families, MICE agencies and corporates. We are confident that our integrated approach to enhance the visibility of our partner brands as well as our practical experience to make overseas hotels ‘China Ready’ will contribute to increased guest traffic from China to Emaar Hospitality Group hotels in Dubai.”

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