What has been the key to their success in other countries?

In the hospitality industry many companies have considered expanding globally and establishing a global brand that is known worldwide. As a result a lot of firms are opening branches and aim to target certain countries in the global market to increase gains and market share.

 Sheraton and Westin brands found the opportunity of globalization in the Chinese market where demand for travel and leisure has been increasing exponentially. Sheraton recently introduced certain services especially tailored for the Chinese consumers so that they’ll feel more welcomed and at home. One of those programs is called “Starwood Personalized Travel” which basically focuses on dealing with Chinese customers by providing hotel literature in their language and Chinese meals are offered in the restaurants. Also due to the booming economy in China and the travelling trend both domestically and outbound, the Starwood brand have also took advantage of such an opportunity and have been opening branches in China at an increasing rate. This brand awareness can lead to an increased market share globally later on, even though creating very specific culturally related services can be very stressful yet satisfying consumer needs and filling them in eliminate the risks and double the gain.

Another global hotel chain is Hilton Group with more than 3,750 branches worldwide, and succeeding through also focusing on customer satisfaction making use of the current financial and legal factors encouraging investment in the Chinese market and in other parts of the world. Hilton introduced the “Huanying Program” in China which has been implemented and in a year will be practiced in 100 Hilton Hotels and sister brands.  Dedicating their efforts to serve customers in China both Starwood chain and Hilton will witness brand loyalty and are always tracking markets with growth potential. It is exceptionally important for all companies in this industry to focus on customer trends and desires especially in global markets where there are factors hindering growth such as sociocultural differences, economic factors, legal and political forces as well as the environment as a whole. Therefore since China has recently been known for its economic wealth, many firms are considering practices of global growth there.