Thriving on getaway boom
Premium properties draw record numbers of visitors with affordable rates. Reports by David Powell
Times have never been better for guests looking for high-end hotels in Xiamen, which notched record numbers of visitors last year. With 19 five-star hotels in the city and an average rate of under 650 yuan (HK$824), according to local tourism bureau figures, premium hotels are ubiquitous and reasonably priced.
Local hotels are riding a tourism boom, with guests increasing by more than 14 per cent a year and spending a collective 72 billion yuan on their trips. Guests come for work, leisure and a bit of both, according to David Katemopoulos, general manager of Le Meridien Xiamen. "Our guest mix is around 25 per cent meetings and incentives, 25 per cent corporate [individuals for business purposes], about 30 per cent leisure, and 20 per cent others."
Eric Kee, general manager of the Pan Pacific Xiamen, sees a fairly similar mix, adding that his "corporate guests are mostly coming in to visit factories and the local tech parks for electronic companies as well as industries such as aircraft maintenance, stone production and manufacturing".
Over at The Westin Xiamen, general manager Martin Verpoorten says it's harder than ever to pinpoint a typical client. He notes that he's "seeing more international guests, for business and for pleasure". He adds that "this year, Xiamen Airlines is opening new routes to Sydney, the United States and Amsterdam".
In a crowded market, upscale hotels are working harder than ever to differentiate themselves. Le Meridien "emphasises chic, culture and discovery", Katemopoulos says. "Discovery is all about seeing the city with different eyes, and we offer special tours, maps with off-the-beaten-track shops, and we partner with the Gulangyu Piano Museum for free entry."
Kee notes that the Pan Pacific "recently converted more than 30 units to serviced apartments in response to the shifting needs of the market". He also emphasises the hotel's "proximity to the new ferry terminal, just two minutes away by car".
The Westin stands apart because it is "focused on relaxation and wellness", Verpoorten says. He cites the hotel's "heavenly bed and its juicery programme", a mixologist approach to drinks and smoothies that are rich in nutrients. "Because business and leisure guests want an experience where they can refresh and renew themselves, a good night's sleep and the right food can really help them."
Hong Kong guests increasingly visit Xiamen, Katemopoulos says, because the city is well-suited to their interests. "People in Hong Kong love to travel. Bangkok and Taiwan are things they've done, and Xiamen is a refreshing alternative. We offer a range of attractions in sightseeing, food and nightlife that make it perfect for a weekend getaway."
Kee notes that "Xiamen is regarded as one of China's most livable cities and is the second-most popular tourist destination". In a city flush with success, he adds that "with the number of people wanting to come here, infrastructure is a concern, and things need to be made sustainable for the long term".
It's not just tourism that is changing in Xiamen - the guests are evolving as well. Their expectations are higher, Verpoorten says, and "guests want an experience, not just a box and a bed". The hotels that are able to provide that elevated experience are the ones set to thrive in Xiamen.
