Mark Tanner observes that as the world becomes more tech-driven, it is the human touches that will stand out most

By Mark Tanner*

There’s a wonderful story about Karem, a hotel receptionist in Milan, and a crumpled Chinese candy wrapper. Having once tasted the candy, he asked a Chinese guest if they could bring some back on their next visit. The guest shared what seemed like an insignificant moment, and it took on a life of its own! It went viral, driving awareness, goodwill, and visits to the hotel.

Most hotels don’t have large advertising budgets, but as Karem demonstrated, the most impactful marketing often comes from small, human acts that connect emotionally with Chinese visitors. These are the moments that create the lasting memories that many people travel for.

When China Skinny speaks with Chinese travellers about their most memorable experiences when travelling overseas, they often don’t mention the iconic landmarks. Instead, they recall personal interactions; moments where they felt recognised, understood, or welcomed. As global travel becomes increasingly homogenous and transactional, these authentic exchanges carry even greater weight, often driving the all-important word-of-mouth recommendations.

Post-COVID, expectations among Chinese tourists have risen significantly. Domestic tourism in China has set a higher benchmark, and travellers are more discerning, more confident, and less forgiving when experiences fall short. Being “China-ready” is no longer about surface-level adjustments like slippers, kettles, or translated guides. The real differentiator lies in moving beyond the transactional, understanding the nuances that make Chinese visitors feel seen and valued.

There is also a broader cultural dynamic at play. Chinese consumers are rightly proud of their country’s progress and global standing. They are sensitive to how China is represented, but equally responsive when that identity is acknowledged positively. This is why international brands launching ‘global-firsts’ in China generate outsized attention, and why Chinese athletes succeeding internationally are among the highest paid endorsers. This also applies at an individual level: small gestures that make Chinese visitors feel proud, understood, or appreciated often resonate deeply.

It would feel contrived if every hotel with Chinese guests starting stocking Chinese snack wrappers behind the desk. But there are more natural ways to connect, whether it’s recognising a cultural trend, referencing a recent Chinese success story like the ZXMoto wins, or simply demonstrating a genuine curiosity about your guest’s background. The key is authenticity.

These moments don’t require significant investment, but they can meaningfully elevate a guest’s experience, while also boosting ratings, advocacy, and repeat visits. For staff, they can make interactions more engaging and rewarding too. And best of all, it is effectively free.

Karem’s candy is just one example of how small, personal connections can deliver outsized results. While the principle is not new, it is often overlooked as businesses prioritise efficiency, automation, and AI transformation. Yet as the world becomes more tech-driven, it is the human touches that will stand out most.

*Mark Tanner is the CEO of China Skinny, a marketing consultancy in Shanghai. This article was first published here, and is re-posted with permission.