Four Seasons Hotel Cairo at Nile Plaza is catering to Chinese travelers Jan. 31 - Feb. 9 with an immersive Chinese New Year celebration at its 8 restaurant.
The 8 restaurant has revitalized its menu to give guests looking to celebrate an authentic meal, and numerous other details have been introduced to foster what the hotel is calling a "feast for the senses." As the may layers of strife in Egypt continue to worsen and splinter into new turmoil, it will be challenging for hotels to persuade guests to visit.
"I believe all travel should be under careful consideration considering the current state of political and social turmoil," said Gary Henderson, founder/CEO of Interactivity Marketing, Conway, SC.
"With that said I feel we should live our lives with cautious awareness and not fear," he said. "I would definitely say it's a great opportunity for the Four Seasons in Cairo.
"The Chinese new year is one of the largest travel holidays in the world, and this appears to be an amazing opportunity to capitalize on the holiday."
Mr. Henderson is not affiliated with Four Seasons, but agree to comment as an industry expert.
Four Seasons Hotel Cairo was unable to comment by press deadline.
Aiming for authenticity
The potentially full-day affair begins with Baisam Ceremonies at 10 am and 12 pm, leading into a dim sum brunch buffet featuring a whole chicken or duck.
At night, guests can take part in a sky lantern lighting. The lanterns will have an '8' to create buzz in the area. The number eight is considered very lucky in Chinese culture.
8 restaurant logo
The evening centers on an 8-course meal at the Shanghainese 8 restaurant. Chef Shuhua Hou and his culinary team crafted a special menu that can be found here.
Various symbolic details will be scattered throughout the restaurant to appeal to those attuned to China's cultural symbolism.
From the 8 restaurant
Plum or kumquat trees, lucky coins and small lanterns will adorn the hostess desk to exude good luck and abundance of wealth. Mandarin and kumquat fruit will be on display to convey richness and luck.
Red envelopes that symbolize good luck and ward off evil will be placed under bill folds and plum flowers will sit on tables.
Each hostess will wear a Chinese dress and act as the Tea Master as she serves tea and greets tables by saying "Kung Hei Fat Choy." A Chinese Bamboo flute will also serenade tables with a Chinese sonata.
Following the meal, guests will receive a box of cookies and moon cake.
Join the crowd
Many luxury brands are devising Chinese New Year campaigns for both international and domestic travelers.
For instance, Department store chain Bloomingdale’s will ring in the Chinese New Year with a month-long series of events in select stores inspired by Chinese culture.
The retailer will be setting up themed pop-up shops, giving away prizes and selling Year of the Horse apparel and accessories designed exclusively for Bloomingdale’s. By hosting this event for the second year in a row, Bloomingdale’s is able to both attract Chinese tourists and Chinese-American consumers, as well as give its devoted customers a reason to come in-store (see story).
Also, Switzerland’s Vacheron Constantin is targeting affluent Chinese watch enthusiasts with an ultra-exclusive timepiece series that celebrates the Chinese New Year Feb. 1.
Vacheron’s Metiers d’Art Legend of the Chinese Zodiac watches fete the start of the Year of the Horse. The watches incorporate elements of Chinese culture to create a timepiece of significant value in terms of local customs and horology (see story).
In addition, Rolls-Royce is celebrating the Chinese Zodiac Year of the Horse in 2014 with a bespoke “Majestic Horse Collection” that features Ghost models and draws on traditional art.
Although the collection will be available to consumers around the world, it is hard to imagine that the demand from other countries will match the demand brewing in China. The collection is also emblematic of a 103 percent surge in bespoke commissions from the year-ago period in China and likely indicates that these numbers will continue to rise (see story).
"As for luxury hotels being generally attuned to the Chinese New Year I feel that they are," Mr. Henderson said.
"It's a great opportunity with a large amount of travelers so I feel they will offer packages, specials and experiences that are fit for the celebration," he said.
Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York