Wednesday 5. October, 2016

The Star Entertainment Group Aims for the Chinese Tourist Dollar

The Star Entertainment Group is looking for ways to increase its market share and gain a bigger slice of the Chinese tourist dollar by implementing a diversity plan.

Greg Hawkins, managing director of the group’s flagship casino, The Star in Sydney, has been focusing on a diversification and inclusion strategy for a number of years. The group’s plan to double its Asian representation in top leadership positions, falls under this strategy.

In Sydney, about 45 percent of the company’s team is of Asian descent, while overall Asian team members make up 13.1 percent, an increase from 10 percent less than a year ago. The company is aiming for 20 percent.

“We have a lot of Asian team members at the frontline, but not enough at the senior management and executive level,” commented Mr Hawkins.

At The Star in Sydney, a large portion of the customer base is Asian; however, the group is looking to capture a larger proportion of the Chinese tourist dollar, considering that Chinese tourists in Australia last financial year spent $8.9 billion, which worked out to approximately $8,100 per visitor. The Star, however, only saw around $150 of that.

According to John Chong, president of International marketing at The Star Group, diversity in the workforce can result in diversity of thought in the company’s decision-making processes, which can prove successful in attracting more diverse groups of visitors. Tourism from Asia creates a large percentage of the group’s overall revenue and the casino’s Asian visitors therefore have a significant impact on the group’s business.

However, The Star is not seeing a large enough share of the Asian tourist dollar coming their way and their diversification strategy, from the top down, is one method they are using to try to change this.


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