Joining the ranks of many major hotel groups, Fairmont Hotels and Resorts has launched an initiative that caters to Chinese travellers, especially those who want a taste of home wherever they go.
Whereas the Huanying programme by Hilton Worldwide (see story here) and Starwood Personalised Travel (see story here) cover various service areas, Fairmont's Chinese Menu Programme is to focus on food and the way it is served. Chinese dishes such as congee will be available, including for in-room dining, with tea options to match. When guests order from the menu, the meal will begin with a cold towel and end with a hot towel, as is customary in Chinese culture. Multi-course meals not exceeding 12 dishes, in line with Chinese tradition, can also be ordered. The programme is to be gradually introduced to all Fairmont properties in the world throughout 2012. Exact details of the menu are not yet available.
“We’ve taken the proactive step of expanding our food and beverage programming with authentic touches that will help our Chinese guests feel more comfortable,” said Jean Michel Offe, Fairmont’s vice president of food and beverage.
This Chinese Menu Programme reflects the growing importance of Mainland China to the hospitality industry, even though Fairmont is admittedly a little late in the game. The brand's recognition in the country lags behind that of its competitors. To compensate for lost time, the group has unveiled an aggressive expansion strategy with hotels in Nanjing, Chengdu and Taiyuan, poised to open by 2014, and more to follow in Hong Kong, Guangzhou and Shenzhen (see story here).
For more information, visit www.fairmont.com
Alisha Haridasani
