From CCTV to Welcome Chinese: interview with Jacopo Sertoli

by silvia.spessato

categories Activities Certifications

A great opportunity in a fast-growing market Welcoming Chinese Tourists: TV and More Services by Marco Piscitello Federalberghi Rome has recently signed an agreement with Select Holding LTD, an international holding company based in Shanghai, that operates in the tourism and hospitality sector. Along with China Central Television (CCTV) and the China Tourism Academy (belonging to the China Ministry of Tourism), Select Holding has launched a project whose aim is to promote and commercialize international hotel facilities in the Chinese market by setting a governmental standard for services called the “Welcome Chinese Certification.” A prerequisite for the project is the broadcast of two Chinese television channels, at no charge to hotel guests. OR (Outdoor Research) interviewed Jacopo Sertoli, president of the Welcome Chinese project and CEO and founder of Select Holding LTD, to gain a better understanding of this extremely interesting venture at a moment when the Chinese tourism market is expanding, both in Rome and all over Italy. Mr. Sertoli, television, then, is the first step to making Chinese tourists feel at home. Which are the channels to install? And what more do Chinese travelers need to feel welcome in a country that is so far away from their own? “The main channel is CCTV-News, belonging to China Central Television, the biggest TV network in China. By broadcasting this channel, the hotel will be listed as a “Recommended Hotel” on our website. To receive the Welcome Chinese Certification, it is mandatory that along with CCTV-News, Jiangsu TV is available in the hotel room as well (a valid alternative to Jiangsu TV is CCTV-4). These channels allow Chinese guests in Italy to stay updated about the latest news in their homeland, as well as to relax in their hotel while watching familiar TV programs. Another service that Chinese tourists require is the assistance provided by Mandarin-speaking hotel staff, supported by translated informational materials such as brochures and websites. English is spreading more and more among the younger generation, but it still is not enough -- language is a detail that can become a problem, or even a deterrent, when choosing a destination. In addition, the presence of China Union Pay, the one and only domestic bank card in the People's Republic of China, has become an important issue. Already available in various Asian countries, China Union Pay is spreading throughout Western countries as well, allowing Chinese tourists to travel more safely and easily by paying with their credit cards. Other fundamental services for Chinese tourists are those relating to their own traditions: tea kettles in the rooms to allow customers to have a cup of tea -- an essential detail in Chinese daily life – as well as some traditional Chinese dishes on the breakfast buffet; these two services can make the difference. As you know, China has an ancient and extensive culinary heritage, and even though Western flavors are appearing more frequently, Chinese food is still the first, undisputed choice.” In addition to Chinese television channels, what services are required to get the Welcome Chinese Certification? And what are the steps, or standard levels, in this project? “In order to gain certification, services are divided into three groups which correspond to three different levels (Bronze, Silver, and Gold), depending on the nature of the amenities. As mentioned above, for Bronze Certification it is mandatory to broadcast both CCTV-News and Jiangsu TV (or, alternatively, CCTV-4). For Silver Certification the hotel has to ensure the presence of China Union Pay terminals and, in the hotel rooms, to include a kettle and tea set. In order to achieve Gold Certification, in addition to the above-mentioned services, it is mandatory to provide a Chinese breakfast; at least one Mandarin-speaking member on the staff; a kit with translated informational materials; and additional benefits to Welcome Chinese card holders. According to the certification level obtained, the hotel will benefit from advantages such as discounts on advertising services on both our website and the Welcome Chinese Magazine, the opportunity to participate in all promotional events related to the project, and recommendation of their hotel to Chinese customers. Once the hotel receives the informational material and application forms, simply fill them out, noting which services will be offered and which TV channels will be broadcast, thus indicating the level of certification for which the hotel is applying. If the hotel wants to be listed as a “Recommended Hotel,” the effect is immediate. If, instead, the hotel would like obtain the Welcome Chinese Certification, the process takes 3-5 weeks; at that point, the hotel will be listed as a “Certified Hotel” and will begin enjoying the benefits of certification.” What are the advantages earned by Federalberghi Roma hotel associates as a result of the agreement signed with Select Holding LTD? “The agreement ensures Select Holding LTD’s commitment to guaranteeing better conditions to hotels associated with Federalberghi Roma, including free listing on the website www.welcomechinese.com.cn for the first two years of certification, membership under concessional terms, and advantageous conditions for the certified structures. The city of Rome will also enjoy a priviledged position within various advertizing campaigns as the project is futher developed.” The interview has been published on November issue of “Ospitalità Romana”, the magazine of Federalberghi Roma, the hotels’ association of the Italian capital city of Rome.