Hotels and hospitality groups are stepping up efforts to entice travellers from booming china by adapting menus, offering Chinese-language booking services and even Indian weddings.

U.S. hospitality firm Carlson, which controls hotel group Rezidor (REZT.ST), said there were around 3 million Chinese visits to Europe each year at present, compared with about half a million to the United States.

Starwood Hotels (HOT.N) CEO Frits van Paasschen said there were some estimates that the number of outbound Chinese travellers could reach more than 100 million a year over the course of the decade as personal wealth increases.

He said Starwood had recently launched a booking engine purely in Chinese and had made sure all of its marketing materials were in Chinese and English.

"We're making sure that in high traffic destinations for Chinese travellers that we have local language capability," he told Reuters at the ITB travel fair in Berlin.

Carlson CEO Hubert Joly said cities such as London and Paris especially stood to gain from the influx of Chinese travellers.

"This is just the beginning. What's very exciting for all of us is the growth opportunity," he said.

Joly added the food and beverage selection was an area that hotel operators would have to work on, as customers from India, for example, prefer vegetarian food.

Carlson also owns restaurant chain TGI Friday's, and China is one of its key target markets as it expands.

"We have a team that is working on a strategy for China, which we believe requires adapting the menu and the concept. We'll be ready to launch later this year," Joly said.