January 31, 2014
The Peninsula Hotels' United States properties in Beverly Hills, CA, Chicago and New York are offering a Chinese New Year package for the month of February that provides guests with a taste of Chinese culture and touts the hotel chain’s services.
Guests who select the Chinese New Year package from Jan. 30 through Feb. 28 will receive an array of perks that appeal to the affinities of affluent guests regardless of nationality as well as an exclusive experience at French jeweler Van Cleef & Arpels' local boutiques. The Peninsula is paying particular attention to the comfort of its Chinese guests staying for the holiday by offering culinary and entertainment amenities.
"This is part of a group-wide collection of glamorous and creative highlights curated at the nine properties around the globe to invite guests and their families to celebrate Chinese New Year in the ultimate Peninsula style and sophistication," said Tricia Rosentreter, regional director of communications at The Peninsula New York.
"The three Peninsula hotels in America designated one aspect of their celebratory activities as this distinctive program, which is priced at $888, as eight is considered a lucky number that signifies good fortune in Chinese culture," she said.
“The Peninsula Hotels has a long relationship with Van Cleef & Arpels and share a passion for timeless elegance and glamour. We are pleased to extend a truly special and elegant experience to our guests for the most celebrated holiday of the year.”
Holiday getaways
To celebrate the Year of the Horse, the Peninsula’s properties have developed a package that appeals to Chinese consumers but also has aspects that can be appreciated by any guest interested in booking the limited-time option.
The Peninsula partnered with Van Cleef & Arpels to offer its guests a step beyond the hotelier’s standard guest services with an off-premise appointment to view the jeweler’s limited-edition jewelry and watches at its boutiques in Beverly Hills, Chicago and New York.
In addition to a private viewing of Van Cleef & Arpel’s collections, guest rooms will be outfitted with a complimentary bottle of the jeweler’s First or Féerie fragrance and a copy of its coffee table book translated into Chinese.
Van Cleef & Arpels Féerie fragrance
Guests staying at The Peninsula properties on the weekend of Chinese New Year Jan. 31 will receive two invitations to the hotel’s celebration party on Feb. 3.
As a way to include additional aspects of Chinese culture to the package, guests on initial arrival will be treated to a complimentary tea service and welcome amenity. Guests also have the option of a daily Chinese or American breakfast.
Children celebrating Chinese New Year at The Peninsula
Also, the package is priced at $888 per night due to 8 symbolizing luck in Chinese culture.
The package includes a one-night stay in a Grand Deluxe room, the pressing of one garment and shoe shine, car service to nearby airports in addition to basic amenities such as WiFi, complimentary local calls and a choice of domestic, international, or Chinese newspaper and television.
Peninsula Hotels is hosting Chinese New Year celebrations at its other properties including Hong Kong, Shanghai, Beijing, Tokyo, Bangkok and Manila.
It is appropriate for the Peninsula to celebrate the Chinese New Year across its properties due to the hotelier’s heritage as being one of the first luxury hotels to open in China.
Global celebration
Holiday celebrations have the ability to drive traffic and enable the hotelier to showcase its sentiment toward both international and domestic guests.
For example, Four Seasons Hotel Cairo at Nile Plaza is catering to Chinese travelers Jan. 31 through 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 many layers of strife in Egypt continue to worsen and splinter into new turmoil, it will be challenging for hotels to persuade guests to visit (see story).
Fashion brands have also capitalized on the Year of the Horse celebrations with limited-edition Chinese New Year-themed apparel and accessories.
For instance, Givenchy created bright red leather goods, Burberry hand-picked gifts appropriate for the holiday and Diane von Furstenberg wove the zodiac symbol of a horse into special clothes and handbags. Through these collections, these brands are able to show their understanding of Chinese culture at a time when gift purchases are popular (see story).
A cultural event organized by a luxury hotel is likely to stay on the mind of Chinese consumers who place emphasis on heritage and tradition.
"Affluent Chinese consumers see buying luxury products and services not just for special occasions, but as an integral part of their lives," said Tiffany Dowd, founder and president of Luxe Social Media, Boston. "As the percentages of wealthy Chinese continues to grow, it is beneficial for luxury hotels to be culturally aware and cater to their international lifestyle.
"Also, as luxury travelers become more savvy, they seek more experience-oriented travel," she said. "Packages like this can increase awareness by showcasing a hotel's creativity, customization and exceptional service. This, in return, can create brand loyalty and repeat guests."
Final Take
Jen King, editorial assistant on Luxury Daily, New York
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