“Trust in China is predominantly built on personal relationships – “Guanxi”. Instead of
trusting online hotel reviews written by strangers, IHG Research indicated that 52% said they rely on the Word of Mouth of family and friends. Unsatisfied service to one customer can lead to losing potential business. While 37.41% prefer travelling in groups of 2-5, large family trips are very common, with family bookings looking for up to 20 hotel rooms for up to 2 weeks.
54% of Chinese travellers in the survey stated that lack of Mandarin-speaking staff and information in Mandarin was the top-marked area for improvement.
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