Business

It's jingle tills at Beijing's hotels

By Wang Zhuoqiong (China Daily)
Updated: 2010-12-20 07:51

Christmas decorations in the lobby of Kempinski Hotel Beijing Lufthansa Center. Wang Jing / China Daily

BEIJING - Christmas trees decorated with stars and presents, seasonal songs and fancy dinners on Christmas Eve are not considered enough to attract local customers to Chinese hotels.

This year, performances will include comedians and celebrity magicians in a move that is heating up the already fierce competition in the sector during the Western festive period.

At Beijing Landmark Towers in the embassy neighborhood of Beijing, Yuletide is the best time of the year to invite celebrity comedians to hold shows for loyal customers and those new to the festivities. It even beats the traditional Chinese Spring Festival or Mid-Autumn Festival.

The hotel's celebrity list includes top comedian Xiao Shenyang from Zhao Benshan Media Group, who has appeared at the National Spring Festival Gala for the last two years.

"Christmas is a foreign festival, but we want to make it locally relevant to our guests by throwing a show with a Chinese cultural flavor," said Gong Jianmei, public relations manager at the Beijing Landmark Towers.

She explained that customers prefer to go with their colleagues and business friends and families for entertainment at Christmas because most of them will go home to be with families and friends during the Spring Festival.

Tickets costing from 2,988 yuan ($449) to 5,988 yuan have been in high demand across the city. "We've sold more than 70 percent of our tickets so far," said Gong on Dec 12. "The tickets will be hard to get as Christmas approaches."

The Tangla hotel on the west of Chang'an Avenue has invited Liu Qian, the famous magician from Taiwan, to host its show on Christmas Eve. A seafood buffet and lucky draw are included. Liu once said performing magic was like Santa Claus giving out presents.

The VIP seat costs 4,500 yuan, the equivalent to an average white collar worker's monthly salary in Beijing.

"Our show targets business customers," said Song Xiang, general manager of Tangla Hotel. A total of 900 tickets have been snapped up, according to the hotel's marketing department.

Christmas as a non-Chinese festival is a great occasion for companies and institutions to entertain their customers and expand connections, the sales personnel said.

In Shanghai, the Hilton hotel is showcasing abundant exquisite food and beverages at its four restaurants and bars and also offering delights such as the French Can-Can by professional dancers, magic performances and Italian opera.

"We are hoping to bring a warm and caring festival to our customers who expect to have different experiences," said Angeline Huang, who works in the public relations office at the hotel.

Lucky draws featuring the latest popular electronic products and fashion items are being offered to lure younger consumers. An industry survey shows that consumers aged between 25 and 45 are most likely to spend Christmas in a hotel.

An iPad is the top prize for guests on Christmas Eve at the Mercure Beijing Hotel, a middle-ranking hotel that was opened in April and wants to promote itself during the festive season.

Christmas spending on food and beverages has been a major contributor to the revenue of hotels. Industry insiders said despite the rise in the price of commodities, Christmas banquets and events cost the same as last year.

"We look for a steady growth," said Serina Wang, public relations manager at Kempinski Hotel Beijing Lufthansa Center. "Even though all costs are up, we don't want to compromise our quality or our lucky draw.

"Our Jade Ballroom Christmas Party on Dec 24 is the same price as last year, ranging from 1,988 yuan to 2,188 yuan. Kempinski expects to sell more than 600 seats this year for its Christmas Eve party.

"Christmas has evolved to be part of local festivals," said Wang. "It can be an occasion for companies to get together, a couple's romantic dinner or family reunion. The Chinese have been comfortable in being consumerist at Christmas."

Christina Wang, 30, a purchasing manager in Beijing, has planned a Christmas Eve buffet dinner with her husband and parents and a one-night stay at a high-end hotel. "At the end of the year, you want to give a nice treat to yourself and to someone you love," she said.

Christmas is traditionally a celebration of the birth of Jesus, believed by Christians to be Christ, the son of God. According to the New Testament three wise men brought presents of gold, frankincense and myrrh to mark the birth.