Emaar Hospitality Group, the hospitality and leisure business of Emaar Properties PJSC – the master developer of Burj Khalifa and The Dubai Mall is reinforcing its market outreach to China with a sales and marketing partnership agreement with Youli Hospitality Consulting Co Ltd, the leading representation company in China.
As per the agreement, Youli Consulting will promote the premium hotels under Emaar Hospitality Group’s luxury Address Hotels + Resorts and Vida Hotels and Resorts across all key markets in China including Beijing and Shanghai.
Youli Consulting will promote Emaar Hospitality Group among Chinese travel and tour operators as well as bringing Meetings, Incentives, Conferences and Exhibitions (MICE) traffic that covers the leading corporates. In order to attract the digital-savvy young Chinese travelers, the hotels will be promoted through a WeChat/Weibo account which will boost the engagement across the region.
Chris Newman, Chief Operating Officer of Emaar Hospitality Group, said: “China continues to be one of the fastest-growing tourism markets for Dubai, led by its ‘China Ready’ strategy. Our hotels are among the most recognized and sought-after by Chinese visitors for its proximity to attractions such as Burj Khalifa and The Dubai Mall that are visited by 97 percent of all tourists to the city. Through our partnership with Youli Consulting, which has rich sales and marketing experience in the industry, we aim to strengthen guest arrivals from China.”
Li Lei, Founder of Youli Consulting, added: “Dubai is today among the most in-demand destinations among the Chinese travelers. As a leading representation company in the country, we understand the aspirations and needs of Chinese guests and we will promote Emaar Hospitality Group’s hotels in Dubai to young travelers, middle-class families, MICE agencies and corporates. We are confident that our integrated approach to enhance the visibility of our partner brands as well as our practical experience to make overseas hotels ‘China Ready’ will contribute to increased guest traffic from China to Emaar Hospitality Group hotels in Dubai.”
According to the Dubai Tourism data, the number of Chinese travelers has increased to 13% in the first quarter of 2019 itself. Emaar Properties has its representative offices in China to promote property sales in the country and has also announced plans to expand its Address branded hotels to key cities in China.
Emaar is also developing the largest Chinatown in the Middle East at Dubai Square, the retail destination of the future.