China has become the fastest growing tourist export country in Asia and China\'s rapid growing outbound tourism has increased attention from destinations across the world. The latest statistics show that China\'s outbound tourism created a new record in 2006 with a total of 34.52 million outbound tourists. It is estimated that China\'s outbound tourists will reach 37.4 million this year, an increase of 10% over that of last year and the figure will reach more than 50 million by 2015.
European Hard Rock Cafe\'s Welcome Chinese Guests
Most recently, the Hard Rock Cafes in Europe have opened their eyes to China outbound travel market and made great strides in catering to Chinese groups coming to Europe. In an effort to make the brand more welcoming to the Chinese, Hard Rock Cafe has translated their groups menus, created a brochure in Chinese, attended COTTM in Beijing - China\'s largest travel trade show focused China Outbound Tourism, partnered with numerous Tour Operators that handle inbound Chinese groups, and created a limited edition Dragon Pin that will be sold in 4 key cities.
Rockin\' Menus...
Group Catering within Hard Rock Cafe is appropriately titled \'Groupies\'. Hard Rock embraces groups in their legendary \'music experience\' cafes. Hard Rock promises to rock the customers’ senses with authentic American food, generous drinks and an awe-inspiring collection of authentic music memorabilia.
Within all Hard Rock Cafes there is a devoted group sales manager to personally oversee any and all group bookings. Hard Rock Europe offers 4 specifically planned menus, at various price points. These menus have been translated in Mandarin and were created to ensure all Chinese guests can read what is on menu and communicate to servers with ease simply by pointing to their menu choice. These will be displayed at each place setting when the group comes to the cafe for a meal. They will also receive a translated card to take to the Rock Shop to redeem the free gift with purchase offer. Also featuring are international speaking servers and hosts in many cafes, memorabilia tours, live music and a holiday events calendar to enhance any visit.
Vinyl
Gold
Diamond
Platinum
Hard Rock truly promises \'an authentic experience that rocks\', as recently demonstrated by the Group Travel Magazine reader\'s to be the Winner of the Best Group Catering Award, presented at the Group Travel Awards 2006. Hard Rock is the personal choice for groups of all ages around the globe - great American food delivered with passion, surrounded by rock memorabilia housed within monumental buildings, all amplified by rock n\' roll music and videos.
Rockin\' Website...
Hard Rock Cafe partnered with China Business Networkin creating a Hard Rock website on the China Wide Web. The website was designed for the Chinese consumer and Chinese Tour Operator in an effort to spread the Hard Rock culture and offer a better understanding of what Hard Rock offers Chinese travelers. Each cafe has a dedicated page on the site. For more information, please go to www.lvyou168.cn/travel/hardrock.
Rockin\' Brochure...
A Hard Rock Cafe brochure in Mandarin was launched at COTTM and distributed both at the Hard Rock Cafe stand, as well as that of China Business Network. It was designed for the purpose of educating Chinese tour operators about the Hard Rock Cafe brand and some focal points of the business. Food and beverage and retail, with a twist of Rock n\' roll!
Rockin Award...
Hard Rock Cafe was the proud winner of the 2007 Chinese Tourists Welcoming Award. This award has been recognized inside and outside China as the most important quality sign for the international Chinese Outbound market, with wide coverage in print and electronic media. The CTW award was opened to all best practice achievers worldwide and in 2007 the award ceremony moved from Berlin\'s ITB fair to the main event for China Outbound tourism, the COTTM China Outbound Travel and Tourism Mart held in the World Trade Center, Beijing. Francesca Carter, Regional Sales and Marketing Manager for HRC Europe, accepted this award on behalf of the company.
Rockin\' Pins . . .
In an effort to acknowledge the importance of the Chinese inbound market to Europe, Hard Rock has developed a limited edition dragon pin series to be sold in the four main tourist cities most traveled by the Chinese: Rome, London, Barcelona, and Paris. There are only 500 of each being produced, and all have Hard Rock Cafe city specific branding. Chinese hold dragons in great respect, and there are many tales about dragons and the wealth that they bring to the people of China. As a good luck symbol, a pin was designed with a dragon wrapped around a guitar to show a bond and growing relationship between the Chinese and the Hard Rock brand. These collectibles are sold only in these four Hard Rock Cafe Rock Shops. As an added incentive, groups that make a reservation to experience Hard Rock Cafe will enjoy a free gift with purchase in the Rock Shop.
Rome
London
Barcelona
Paris
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