Marriott Rewards has unveiled new benefits for its Li Yu hospitality programme, designed specifically for Chinese travellers.

The service, which first launched in 2012, provides a suite of Chinese-language services at 41 participating Marriott properties across key business and leisure destinations for Chinese travellers, notably Paris, London, Dubai, Tokyo, Osaka, Seoul and Bangkok.

Additional services have been added ahead of the Golden Week holiday period. Li Yu now enables guests to contact a concierge service assistant in Chinese via mobile app WeChat at any point during their travels. The assistant is able to provide details regarding local travel information, reservation queries and in-room amenities, while the service also allows users to share feedback following their trip.

“China is the world’s largest outbound travel market and the new generation of Chinese travellers has a taste for exploration,” says Anka Twum-Baah, vice president of customer loyalty and content, Asia Pacific. “Our study conducted with the Hurun Research Institute shows 42 per cent of young luxury travellers want personalised experiences and 61 per cent prefer electronic guest services.

“With Li Yu, Chinese members can experience the thrill of travel while enjoying Chinese-language guest service, ease of digitised communications, familiar food and other relaxing comforts of home.”

Along with the WeChat concierge assistant, the programme provides additional conveniences and comforts for Chinese travellers. These include Mandarin-speaking hotel associates, Chinese-language hotel and destination guides and TV and newspapers from China, along with local phone cards, power adapters and food and beverage options that use local ingredients but have been catered to Chinese tastes, among others.

Chinese travellers who sign up with Marriott Rewards will also receive additional benefits including exclusive member rates and free wifi.