Advertising opportunities for U.S. luxury retailers in Luxury Hotels of America magazine

Luxury Hotels of America- Huson MediaHuson International Media has been appointed by China Elite Focus Magazines LLC as the exclusive advertising sales force in North America for Luxury Hotels of America digital magazine.

Ralph Lockwood, President of Huson International Media, comments, “We are delighted with this new partnership which will allow us to develop the advertising revenues for Luxury Hotels of America. This technology-forward publication leverages the popularity of tablets, smartphones and social media to offer affluent Chinese travelers up to date and comprehensive information about the leading hotels and resorts in the United States. The new generation of international vacationers from China are more independent, and less likely than their predecessors to book packaged tours or use a travel agent, and Luxury Hotels of America is perfectly positioned to reach this audience, as they plan their US vacations. The publication is an ideal addition to our already robust portfolio of international media reaching affluent travelers around the world.”

As Pierre Gervois, CEO of China Elite Focus Magazines and Publisher of Luxury Hotels of America, says “We have chosen Huson International Media as our exclusive advertising sales force in North America because of their proven track record of a leading media representation company. We have been impressed by their professionalism and understanding of the new generation of  independent and affluent Chinese travelers coming to the United States. Working closely with Huson International Media will allow Luxury Hotels of America to increase its advertising revenues with North American advertisers such as hotels and resorts, luxury brands, airlines, entertainment parks and tourism boards.”

Headquartered in Silicon Valley, with locations in California, New York, the UK, Germany, and the Netherlands, Huson International Media has been representing media owners in Consumer, Fashion, Electronics, Computing, Business, and Finance sectors since 1988. With a current partnership line-up of more than 60 media-owners worldwide including divisions of Gruner + Jahr, Reed-Elsevier, Prisma Presse, and News Ltd, Huson International Media is one of the world’s leading media representatives.

Headquartered in Hong Kong, with offices in Shanghai and New York, China Elite Focus Magazines is the leading publishing company specialized in luxury travel magazines for affluent Chinese outbound travelers. With publications such as the Shanghai Travelers’ Club, Niuyue Mag, VIP Golf USA and Luxury Hotels of America, China Elite Focus Magazines provides a high quality content in  international luxury travel and lifestyle to the new generation of sophisticated Chinese travelers.

Chinese shoppers become more sophisticated in California

Chinese shopper in California- China Elite FocusIn Los Angeles, many tourism officials see Chinese travelers as the wave of the future. California’s No. 1 market for overseas visitors is China, said Caroline Beteta, president and CEO of Visit California, a non-profit geared toward maintaining and developing tourism marketing programs in the state.  She said Chinese tourists spent more than $1.6 billion in 2012, and spending levels are expected to increase, with China’s growing middle class and the easier access to visas for U.S. travel.
“We’re seeing a trajectory on China that is once in a career or lifetime,” Beteta said.
And it’s that growth that many tourist attractions and venues want to capture in sales.
Beteta’s non-profit hosted a forum at the Langham Huntington hotel in Pasadena on Wednesday, where more than 460 people gathered to discuss tourism issues, including how to better cater to Chinese travelers.
The tourists are coming from large metropolitan Chinese cities like Shanghai and Beijing, as well as second-tier cities like Qingdao, Hangzhou or Chengdu.
Reports  show a growing interest from affluent Chinese nationals to invest in American real estate, business and send their children to the U.S. for study. Additionally, Chinese millionaires tend to be on the younger side. The average age of a millionaire in China is around 37, compared to 57 in the U.S.
One key factor is also how much money tourists from China spend – an average $170 a day in L.A., which compares with tourists from other locales spending an average $163 in L.A.

But how to convince affluent Chinese tourists to choose a U.S. destination versus another? Chinese travelers have their secret weapon in their iPad. Several digital travel magazines entirely in Chinese mandarin are now published for the famous Apple tablet, and have a tremendous impact on how Chinese tourists plan their trip to America. Publications like Luxury Hotels of America, Niuyue Mag, or the Shanghai Travelers’ Club, published by China Elite Focus Magazines LLC, have gained tens of thousands of new readers over the last year. According to Sam Wang, a Shanghai businessman traveling three to four times a year to the U.S. “I read Luxury Hotels of America before choosing a hotel because they have a high quality editorial content about hotels that I can’t find in regular travel websites or booking engines in China.” He also said ” I want the top hotels where American famous people go, not the hotels for tourists that are advertised by cheap travel agencies”.
Businesses are hoping to give tourists more reasons to come to their attractions by pulling out all the stops. Hotels like the Hilton are offering Chinese breakfast, with dishes that include rice porridge. And stores like Macy’s are offering a 10 percent discount that can be used on some luxury brands.
“We’ve done a number of promotions to make it very easy and appealing for the consumers to shop at Macy’s,” said Brian Chuan, director of tourism marketing and development at Macy’s. “We have the products that they want. We carry all the American designer brands that they are looking for.”
He said Chinese tourists spend the most money at Macy’s compared to any other international group. Macy’s tracks the sales by how much the tourists spend on their international credit cards. He said it’s cheaper for Chinese tourists to buy the American brands here, because in some cases it might cost three times more in China.
“We see them leaving with an extra luggage filled with things they want to bring home,” Chuan said.
Chuan also said Macy’s accepts the China UnionPay card, which is a payment card associated with network of banks in China. That makes it convenient for shoppers who don’t want to pay in all cash.

Spending from international visitors make up just 3 percent of Macy’s overall sales at its 800 stores nationwide, Chuan said. But he pointed out that at some locations, spending from international tourists could make up 20 to 50 percent of a store’s total sales, he said.
Chuan travels to China to market Macy’s to groups such as tour operators and banks. Macy’s doesn’t have any locations in China, but Chuan said people there are familiar with the brand.
Macy’s has 13 stores with visitor centers, that allows customers to check in their bags. Centers in Southern California include one in San Diego and Downtown L.A., for its close proximity to the convention center and Staples Center. At key stores, Macy’s may have Mandarin speaking staff.
It appears to be working. Just one day last week in New York, buses dropped off about 1,500 Chinese travelers at the Macy’s, he said.

Source: Chinese Tourists Blog