Silversea nails deal for China representation with major hotel group

China identified as key source market and destination for Silversea Cruises China identified as key source market and destination for Silversea Cruises (Photo: Silversea Cruises)

Silversea Cruises forged an exclusive partnership with the Plateno Group for marketing and sales throughout mainland China, Hong Kong and Macau.

With the recent announcement of the largest fleet-wide refurbishment plan in its history, the launch of Silver Muse in April 2017 and the conversion of Silver Cloud into an ice-class expedition vessel by the end of 2017, Silversea has made clear its intention to grow and take its luxury experience to a broader global audience.

Plateno will provide access to commercial avenues in a region where the cruise industry is expanding rapidly.

'We have long identified China as a key source market and destination for the development of the Silversea brand, and we are proud to be able to partner with the team at Plateno as we embark on this next stage of growth in the region,' said Manfredi Lefebvre d’Ovidio, executive chairman, Silversea.

Plateno manages more than 3,700 hotels in China, ranking it as one of the leading hotel management companies there. The group has more than 20 brands in 300 destinations and 80m loyalty members. Now Plateno is expanding into Southeast Asia, Europe, Africa and other overseas markets.

In addition, Plateno established a strategic partnership with China's top two online travel agencies, Ctrip and eLong, and through a strategic investment with Jin Jiang International, created a global hotel group that ranked it as one of the world's top five hotel companies.

'In our quest to become the world’s leading hotel group, we are always looking for new opportunities to bring value and new experiences to our guests, and this partnership agreement with Silversea will provide an exclusive opportunity for us to showcase the leading luxury hospitality experience at sea,' said Zheng Nanyan, chief brand architect, chairman and founder of Plateno.

As part of the agreement, Plateno will advertise and sell Silversea cruises throughout the territory and be responsible for developing the brand's image among the varied local audiences.

Silversea said it will continue to honor all existing travel agreements with agents in the region.


Posted 05 December 2016

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Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor Seatrade Cruise Review

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