Conjoining the world of Art with Architecture and Culture, UNFOLD Art XChange entices the world’s premier private bankers, financial institutions, government authorities, public art agencies, spatial designers, real estate and hospitality professionals with insights, opportunities and new partnerships as well as attracts corporate collectors, private and public institutions worldwide through a series of Art Talks that will run from the 19th to 22nd of March to coincide with Dubai Art Week.
Pierre Gervois, Founder and President of Gervois Hotel Rating, the disruptive hotel rating system that makes Forbes stars and AAA diamonds look old fashioned and tacky, will deliver a speech about the importance of re-assessing the standards of hotel rating, in particular for the new generation of sophisticated travelers who are not impressed anymore by the mere lobby’s size or a 24h room service, but rather by elegance in decoration, truly warm service, and sustainability.
Currently rating 120 U.S. properties, highly curated and selected for the quality of their interior decoration and service, Gervois Hotel Rating is the new player in the hotel rating system field that has gone unchallenged for the past 50 years.
Wealthy Chinese travelers place the United States as their #1 travel & real estate investment destination.
GERVOIS magazine, a New York City based magazine, has been selected to be the new preferred global travel publication of the prestigious Shanghai Travelers’ Club, and is now distributed to its members.
GERVOIS magazine is proud to follow the steps of the iconic STC magazine, the Club’s own iconic travel magazine that has been published from 2008 to 2017.
Founded in Shanghai in 2008, the Shanghai Travelers’ Club is China’s most exclusive international luxury travel club for discerning Chinese global entrepreneurs and executives seeking experiential & authentic travel discoveries.
Its 12,000+ members have an average annual income of US$580K, travel overseas on average four times per year, and spend on average US$63,500 per year during their travels. 23% of them have invested in real estate internationally. Excluding their real estate investment abroad, they collectively spend & invest more than US$700M per year in travel related expenses.
As the vast majority of Chinese high net worth individuals who travel frequently overseas is now speaking Engligh fluently, the Shanghai Travelers’ Club members felt the need to partner with an English language luxury travel magazine.
The club has selected GERVOIS magazine for its acclaimed editorial content, featuring exceptional hotels, men’s fashion styling ideas, art investment, real estate investment, and their iconic travel photoshoots made by the New York based famous travel photographer EFDLT studio, Director of Photography.
Starting with the Spring 2018 issue, released on March 16th, GERVOIS magazine will proudly partner for the years to come with the Shanghai Travelers’ Club and invite its Chinese members to travel and discover the United States and the World in style.
They speak English now (Just in case you didn’t notice).
They are the millennial Chinese travelers in the United States.
They are the Chinese tourists coming to discover the United States of America and to buy high quality Made in USA products.
They are the Chinese businessmen and businesswomen coming to invest in American companies and create U.S. jobs.
They are the smart Chinese millennial entrepreneurs coming to America to create start ups and contribute to America’s leadership in future technologies.
They are the Chinese guests fed up to be disrespected in luxury hotels when asking if they really can afford to pay for a suite when they ask for one and are offered first the cheapest room available.
They are the Chinese businessmen walking into a bespoke suit company in New York City and asking for a hand made in America suit because they also deserve to wear the finest clothes. (No, they are not only interested in “I Love NY” Made in China T-shirts)
They are the Chinese travelers annoyed to be depicted by U.S. marketing agencies as using only Chinese social media networks such as Weibo and WeChat, when they are actually using Instagram, Twitter and Facebook to stay in touch with their U.S. friends and freely discover the world.
They are the tourists who have spent $40Billion in the U.S. in 2016
They are the LGBTQ+ Chinese travelers wanting to be as respected as any other tourist and find safe places to just be who they are.
They are the Chinese shoppers who find utterly ridiculous when Western luxury brands add a dragon or a Chinese symbol on a watch or a handbag and expect that they’ll specifically want to buy this model.
They are the Chinese tourists who are grateful for the warm welcome they have received by American people when they were doing horseback riding or cowboy shooting. (Yes, they are not only obsessed by shopping in large shopping malls but want to discover the various aspects of America’s culture and heritage).
They are the Chinese travelers who are proud of their Chinese cultural heritage and Chinese language, but who also speak English and prefer to read in English original stories about the United States.
They are the Chinese travelers who are fluent in English and understand exactly what some people say about them when they are traveling overseas.
Actually, they are exactly the same as any other traveler in America.
The Gervois rating system is a new hotel rating system created by Pierre Gervois, a NYC based media entrepreneur, Publisher of the iconic luxury travel STC magazine. Pierre Gervois has an extensive experience in luxury hotels and has reviewed countless properties all around the world for the last twenty years.
“Over the years, I have been disappointed by the numerous existing hotel rating systems” said Pierre Gervois. “Too often, there is a tendency to give too generous ratings to hotels members of luxury hotels chains, and to underrate independent boutique hotels”, he added.
Based on these facts, Pierre Gervois created an entirely new hotel rating system, purely based on the sole merits of each property, considered alone, regardless of its association to a hotel chain, an affiliation program, other rating systems, or online reviews. Every hotel is rated professionally and independently, without any preconception about the property.
“Most of existing hotel rating & reviewing systems are produced by companies having a direct financial interest in bookings from the hotels they are rating, hence overly positive ratings and an inflation of stars, diamonds, laurels, gold medals and awards that do not always reflect the reality” added Pierre Gervois.
In order to achieve a complete independence from the hospitality industry, Gervois Hotel Rating do not receive any advertising revenues or commissions on rooms bookings from hotels, hotels chains or online travel agencies.
“Gervois Hotel Rating is on the discerning traveler’s side, not on the hotel booking business’ side” concluded Mr Gervois.
The Gervois Hotel Rating rate hotels according to five essential criteria: Location, Building, Atmosphere, Dining and Service, each rated on a 20 points scale. The addition of the points give the final rating, on a 100 points scale.
This rating system allows a greater precision and flexibility in the complex task of rating a hotel that might have many highlights but also some flaws that need to be clearly designated for a transparent information.
84 U.S. properties have been curated and rated over a one year process, through inspections carefully conducted by a small group of international frequent travelers, all reviewed and validated by Pierre Gervois.
“Chinese travelers are incredibly discerning now, and we’ll soon launch a Chinese Mandarin version of our ratings”concluded Mr Gervois.
More and more Chinese tourists are visiting the US and other foreign destinations and hotels in China are also expanding their chains in these places. In 2015, more than 2.5 million Chinese came to the US, and that figure rose significantly in 2016, which was designated “2016 China-US Tourism Year”.
One hotel group aiming to cash in on this rising trend of Chinese tourists visiting abroad like never before is Shanghai-based Green Tree Hospitality Group, which has five hotels in Arizona and California in the US. Kevin Brooks, a co-managing director, said the company operates more than 2,000 hotels in China that range from budget or limited-service options to five-star designations. He said that a Green Tree budget or limited-service hotel in China is similar to a Holiday Inn Express in the US. To quote Chris Petroff, co-managing director, “About 18 months ago, the company decided to expand in the US; and last year, we converted five hotels to our brand. In 2017, we have embarked on franchising.” Petroff said that the company is hoping that existing franchise operators in China will aim for US location to spread the brand name.
Driven by an increasingly growing middle class, Chinese outbound tourists are expected to reach 150 million in 2020 from 122 million in 2016, with an estimated average annual growth rate of 5.09 percent, according to the China National Tourism Administration. Another growing segment of Chinese overseas travelers are parents sending their children to study in the US. Alex Xu, the founder and chairman of Green Tree, envisions the company as a global brand, “We are also exploring other countries in Asia and Europe for expansion.” In addition to traditional inns, online marketplaces like Airbnb, which enables homeowners, renters and others to offer accommodation to travelers, are also expected to benefit from rising Chinese outbound tourism.