Instead of creating new brands just for China, the group has many global brands which it can and will modify for Chinese customers, such as TRYP by Wyndham.

"We are very flexible in that. We love that our brands can be changed to the right level for customers because they vary in different markets. I think that is exciting," he says.

Loewen believes Chinese hotel guests are the same as guests in the United States. They all want a clean and reliable stay every time they visit.

"A traveler is a traveler. They want the same things such as good breakfast and WiFi in the rooms," he says.

According to him, Super 8 is doing so well in China because it fills a need for local travelers and there is demand for such convenient hotels in any city, large or small.

"China has dozens of cities with more than 3 million people, and that opens doors to us for the second- and third-tier cities. With our well-established brands, we are in a leading position to deploy our brand in those cities," Liu says.

Loewen notices that in both Europe and North America, hoteliers are preparing for Chinese travelers at all levels.

"I see the trend of having Chinese-speaking staff in hotels to cater for Chinese tourists. The focus is to accommodate customers and make them come back."