Yunxi.es Partnership
During the ITB China 2026 tourism trade show the founders of Create Consulting, Eileen Zhang and Michael Jones, entered into a strategic partnership with the founder of Yunxi.es, Antonio Teijeiro.
Create Consulting and Yunxi.es Announce Strategic Partnership
to Enhance Services for the Chinese Tourism Market
During ITB China 2026 Travel Trade Fair, Create Consulting founders Eileen Zhang and Michael Jones formalized a strategic partnership with Yunxi.es’s founder Antonio Teijeiro.
The collaboration brings together one of China's leading outbound tourism marketing agencies and Yunxi.es' expertise in Chinese traveler behavior and cross-cultural hospitality. By combining their strengths, the two companies can offer a more comprehensive range of services to destinations, tourism organizations, hospitality groups and travel businesses seeking to both attract and satisfy Chinese guests’ requirements and expectations.
The partnership covers the entire Chinese guest journey—from destination awareness, promotion and call to action to on-site service adaption, guest experience, customer satisfaction, and repeat visitation.
In collaboration Create Consulting and Yunxi.es aim to support tourism stakeholders develop more effective marketing strategies, strengthen their appeal to Chinese travelers, and build long-term success in one of the world's most important outbound tourism markets.
Antonio Teijeiro, founder of Yunxi.es, brings 15 years of hospitality leadership experience in China, including General Manager and Corporate roles with Marriott, Sheraton, Wanda, and Wharf Hotels (Marco Polo and Niccolo).
Having opened six hotels across the region, he combines deep expertise in the Chinese market with a strong understanding of Spain and Latin America.
Based in Kunming, Yunnan, Antonio advises hospitality and tourism businesses on adapting their operations, guest experience, cross-cultural capabilities, and market positioning to meet the expectations of Chinese travelers. www.yunxi.es
Create Consulting was established 15 years ago and offers unrivalled China outbound tourism tour operator/OTA relations, PR/media relations and digital campaign services.
Michael Jones can be reached at michael@cconsulting.com.cn
Antonio Teijeiro can be reached at antonio@cconsulting.com.cn
Yunxi.es Services
Audit of the Chinese Guest Journey. We analyze every touchpoint with Chinese tourists, from the initial inspiration to the final review. Comprehensive evaluation of the Chinese guest’s journey at the client’s property: from how they find inspiration on platforms like Xiaohongshu or WeChat to how they leave their review on Ctrip or Mafengwo. We identify gaps between what the hotel promises on Chinese channels and what it actually delivers at the destination, providing a report on priorities and a roadmap for improvement.
Sales and Marketing Strategy for the Chinese Market “We connect your hotel or destination with key channels, agencies, and influencers in the Chinese market.” Design and execution of a sales and marketing strategy to attract qualified Chinese demand: selection of OTAs (Ctrip, Fliggy), wholesale distribution, campaigns on Chinese social media, and activations with KOLs and KOCs. The service aligns the brand message with the cultural expectations of Chinese travelers, in both the leisure and MICE segments.
Pre-Arrival Experience Design “We prepare for the arrival of Chinese guests to minimize friction and build trust from the very first point of contact.” Development of all pre-arrival communications in Mandarin Chinese: booking confirmations, destination guides, practical information (transportation, dining, SIM cards, WeChat Pay), and culturally adapted welcome protocols. This reduces anxiety for Chinese travelers in Western destinations and increases satisfaction even before check-in.
Operational Implementation for Chinese Guests “We train your team and redesign processes to deliver a five-star experience for Chinese guests.” Operational consulting for hotels and resorts: staff training in Chinese etiquette, adaptation of amenities, Asian dining options, implementation of Chinese payment methods (WeChat Pay and Alipay), bilingual signage, and service standards specific to this segment. Ensures that the marketing promise is fulfilled in the guest’s actual experience.
Optimizing Revenue During the Stay “We maximize spending at the destination through upselling techniques and experiences tailored to Chinese travelers.” Design of upselling and cross-selling programs tailored to the Chinese consumer profile: room upgrades, dining experiences, excursions, spa treatments, and local shopping. Includes training for the front desk and food and beverage teams in culturally adapted sales techniques, with revenue per available guest (RevPAG) as the key performance metric.
Chinese Guest Satisfaction and Loyalty “We turn Chinese tourists into ambassadors for your brand through NPS management, reviews, and loyalty programs.” Implementation of satisfaction measurement systems (NPS, post-stay surveys on Chinese platforms), online reputation management on OTAs and Chinese social media, and design of loyalty programs tailored to the behavior of Chinese travelers. The goal is to transform a one-time transaction into a long-term, valuable relationship.
Intercultural Consulting for Hotel Owners and Executives “We equip hotel owners and executives with the operational and cultural insights needed to successfully capture the Chinese market.” Strategic consulting services for hotel owners, chains, and investment groups seeking to enter or professionalize their offerings in the Chinese market. We combine expertise in international hotel operations with in-depth knowledge of the Chinese market through workshops, market reports, and guidance on investment decisions and brand positioning.
Chinese Friendly” Certification and Seal “We certify your establishment as a trusted destination for Chinese travelers with a recognizable and verifiable seal.” A certification program for hotels, restaurants, retail businesses, and tourist destinations that meet the service, communication, and experience standards expected by Chinese tourists. It includes an initial audit, an improvement plan, staff training, and awarding of the seal, with an annual review. It builds credibility with Chinese agencies and operators and serves as a unique selling point in Chinese market distribution channels.
Intercultural Crisis and Reputation Management “We protect your brand’s image in the event of incidents involving Chinese guests and manage their impact on Chinese digital channels.” Prevention and response service for crisis situations involving Chinese guests: cultural misunderstandings, complaints that go viral on Weibo or Xiaohongshu, negative reviews on Ctrip, or operational incidents with reputational implications. Includes action protocols, communication management in Chinese, direct engagement with digital platforms, and preventive training for your team. In a market where negative viral content can destroy years of brand positioning, this service acts as a safety net for your brand.