Briefing: Dragon breathing fire on Chinese market

The emergence of China as a dominant global player is no secret. Capitalizing on this new opportunity is something which many hospitality brands have been looking to tackle for some time.

Many questions have arisen due to the assumption that Western products will appeal to Chinese consumers. This is not the case. In this briefing we hear from key executives on tackling this exciting and growing marketplace, including:

• Taleb Rifai, Secretary-General of the World Trade Organisation (UNWTO), on the wrong perception of the Chinese market but the opportunity that lies there

• Ed Fuller, Former President & CEO of Marriott International, on the markets that the brand are looking to enter

• David Scowsill, President & CEO of the WTTC, on the growth seen in China

• And Yann Caillère, COO of Accor Hotels on appealing to the Chinese consumer.

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