Welcome Chinese Certification and COTRI

Training

The new hospitality standard for Chinese

travellers

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欢迎(Huānyíng)

BEM-VINDO

Programa Welcome Chinese – Missão

Criar laços sociais, culturais e económicos.

Apoiar o setor da hospitalidade oferecendo

serviços customizados destinados aos visitantes

chineses

Somos a única certificação padrão emitida pela

CTA - China Tourism Academy

Assegurar a existência no paises ocidentais dos

padrões de hospitalidade chineses

Ser o parceiro de confiança na China dos nossos

clientes certificados

Proporcionar aos nossos membros certificados

uma forte visibilidade/presença nos social media

chineses.

Membros Fundadores da Certificação Welcome

Chinese

SELECT HOLDING

Membro Fundador do Programa

A Select-Holding foi escolhida pela CTA

como distribuidor official a nível mundial

da Certificação Welcome Chinese. É a

responsável pelas atividades

operacionais e de comunicação do

Programa.

CHINA TOURISM ACADEMY (CTA)

Membro Fundador do Programa

O atual Ministério da Cultura e do

Turismo Chinês (na época sob a

designação de China National

Tourism Administration (CNTA) , criou

a China Tourism Academy (CTA)

como sendo um Instituto

especializado diretamente sob a

coordenação da CNTA.

A CTA aprova e emite a Certificação

Welcome Chinese Certification. É o

órgão responsável por acompanhar

as tendências das viagens de turistas

chineses ao exterior e apoia

fortemente todas as ações

conduzidas pela Welcome Chinese

localmente e no estrangeiro.

Union Pay payment Website in Chinese

STANDARD SERVICES

Free Wifi

ONLINE TRAINING :Unlimited access to online

training of Lobster Ink “Chinese Traveller

Standard – introduction” and preferential rates

for advanced courses on food & beverage,

housekeeping and front office services.

BUSINESS INTELLIGENCE : Access to

standard database of our partner Global Data. It

includes historical data and five-year forecasts

on more than 70 major markets with focus on

tourism demand, fluctuation and economic

impact, as well as comprehensive data covering

major sectors including hotels.

HOTEL-RESTAURANT:

Creation of personalised QR code including

menu translation. Two seasonal menus per

restaurant are translated into Chinese.

DIGITAL DISTRIBUTION CHANNELS

Creation of an exclusive QR code for each member

leading people directly to the dedicated page

on Hychinese.com

Presence on our newsletter targeting official travel

agencies.

Posts on Welcome Chinese social media accounts

HYCHINESE.COM

All members have a commercial presence on

Hychinese.com

Priority recommendation to Chinese travellers when

making hotel bookings

Each certified member establishment has a hyperlink

straight to its own website

TRADE MARKETING

Translation of 1,000 words included (information, website,

etc.).

Hot water dispenser

The RED certification (criteria may vary according to each category)

BENEFITS

Having a presence on Chinese social media is imperative, because:

731 million internet users, 53.1% of China’s population

695 million smartphone users, 95.1% of all internet users

90% internet users have at least one social media account

For these reasons, Welcome Chinese focuses most of its marketing activities in this area.

Digital distribution channels

Lobster Ink joined Welcome Chinese in 2016,

bringing in its online training expertise related to

hospitality services and knowledge of Chinese culture

and offering pragmatic support to client reception

procedures.

Lobster Ink is an educational company

specialising in the hospitality industry.

The company shares the goal of improving the

service standards and product knowledge

among the world’s top hospitality establishments

The Lobster Ink educational platform is built

around the creation and delivery of detailed

courses based on:

International skills

International standards and product

knowledge

Online learning and assessment

through a powerful tool

Ease of access and usage

Focused and quantifiable training

outcomes

LOBSTER INK - CHINESE TRAVELER STANDARDS

SOME INTERNATIONAL CERTIFIED MEMBERS

SOME PORTUGUESE CERTIFIED MEMBERS

COTRI Chinese Tourist Welcome Programme

• Training and Information

• 8-hour training session for employees

• 4 modules : Introduction; Background – China

as international tourism source market and

customers; Travel motivation, expectations,

needs and behaviour of Chinese visitors;

Language, service and ambience; Product

adaptation, marketing

• Providing participants with focused information

based on scientific research as well as practical

experiences about the special characteristics,

needs, expectations and behaviour of Chinese

travellers

• Enabling participants to adapt tourism and

retail products and services, to develop

adequate strategies and facilitate quality

assurance

• Offering participants the opportunity to start a

sustainable and successful engagement with

Chinese tourists

• Successful participants acquire certification as

Chinese Tourist Welcome Quality Host for two

years, renewable with branch-specific CTW

training

• One month free access to China Tourism

Facts.com database

• Visibility in the market through COTRI’s

Chinese language Website

www.ChineseTouristWelcome.cn

• Companies and organizations can apply for the

CTW Quality Label if at least two of its

employees have valid CTW Quality Host

certification

China Outbound Monthly Market Insights

Electronic publication powered by COTRI China

Outbound Tourism Research Institute, providing

every month a focused view on the main

development in the Chinese Outbound Tourism

8

5 CTW

Training

1.250€

COTRI Chinese Tourist Welcome Training Programme

• News about the most important trends and

upcoming events in China’s

outbound tourism

• State-of-the-art statistics for the most important

Chinese outbound destinations

• Once in a quarter

COTRI Barometer World Map showing winners

and losers in attracting Chinese visitors

• TOP 10 destinations of Chinese outbound

travellers

• China Outbound Tourism Index: Analysis and

forecast by COTEP China

• Outbound Tourism Expert Panel

• TripAdvisor Map showing the hottest search

spots for Daodao (Mainland Chinese

TripAdvisor)

• Best practice examples showing successful

ways to attract Chinese guests and sound

advice for satisfying their specific needs and

expectations

COTRI for Welcome Chinese Market Report Highlights

• COTRI Market Report is published every six months providing comprehensive in-depth information about the development of China’s outbout tourism market including.COTRI for Welcome Chinese Market Report Highlights is edited exclusively for Welcome Chinese, offering a 16 page summary of the main content:• News about the most important trends andupcoming events in China’s outbound tourism• Economic, political and social trends in China -Chinas outbound tourism environment• China’s Luxury market and the development ofnew consumption patterns• Overview of China’s current outbound tourismsituation: Trends and statistics• Market segmentation and characteristics ofChinese outbound travellers• Marketing for China’s outbound tourism market• Socio-demographic structure of Chinesetravellers in selected global destinations• China’s outbound tourism market in selecteddestinations• Special Topic• Outlook

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Welcome Chinese Representative in Portugal

COTRI China Outbound Tourism Research Institute Partner in Portugal

EDELUC – Consulting & Investments

José Manuel Santos

+351 910 222 749

+351 21 132 93 21

jsantos@edeluc.pt

www.edeluc.com