Landmark growth, changing markets

Having already established its brand in China's major cities, Sheraton is turning to markets in second- and third-tier cities. Photo provided to China Daily

Since it was opened to foreign trade in 1860, Shantou, which was then known as Swatow to the West, developed rapidly as a seaport and commercial center.

After that, numerous Chaoshan residents went to Southeast Asia or Hong Kong to start their businesses from scratch and made a fortune. Many became first generation immigrants.

"Chaoshan residents are famous for their talent for business. The potential in Shantou is enormous. It's just the right time for us to enter the city because we fill the need of the local market," says Zhuang Qin, the hotel's general manager.

He believes the development of international and domestic airlines and high-speed trains will bring more and more visitors.

According to Qian Jin, president in Greater China of Starwood Hotels and Resorts Worldwide, Inc, overseas Chinese originally from the Chaoshan area often return to visit relatives or find their roots during traditional Chinese festivals, and they like to stay in the best hotel.

Qian says when Sheraton first entered China in 1985, guests were all foreigners, but now about 65 percent of guests across the country are Chinese, thanks to growing affluence in China.

"In big Chinese cities, many Sheraton guests are corporate travelers or conference groups, while in second-tier cities such as in the resort hotels, most guests are those who travel for leisure with families and friends, or having year-end parties," Qian says.

According to him, they're very careful when choosing a foreign general manager for China's Sheraton hotels, taking into consideration the manager's style and understanding of Chinese culture.

"If it's his or her first time working in China, we will offer an orientation on Chinese culture and the general characteristics of our Chinese staff. After working in China for some time, some may even be reluctant to return to their own countries," Qian says.

As for Zhuang, the secret to working in such an international team is to respect the diversity, and focus on localization - such as learning local dialects and lifestyles.

The Sheraton Shantou hotel is offering a special opening discount package until the end of January 2014. It includes a one-night stay in a Superior Room with a buffet breakfast and free high-speed Internet access, at a net price of 598 yuan ($98).