A spokesperson of Wanda Hotels and Resorts has confirmed that the group is planning to launch Jinhua hotel brand, described as a mid-high-end brand, though he stopped short of specifying the launch timing or the location of the brand’s first property.
The Jinhua brand was already prominently displayed at the group’s booth in this year’s CIBTM MICE industry exhibition though Wanda’s official website is still listing only its three luxury hotel brands – Wanda Realm, Wanda Vista and Wanda Reign.
Wanda Vista luxury hotel brand
Wanda Hotel’s new brand launch comes at as the majority of hotel management companies in China are developing mid-range to luxury hotel brands. For example, Shangri-La Hotels and Resorts launched its Hotel Jen brand as more affordable alternative to its luxury hotels.
Previously, Hilton’s Asia-Pacific president announced that the hotel group would train its sight on China’s mid-range hotel market in the next three years, covering the market with two mid-range brands – Hilton Hampton and Hilton Garden Inn.
One industry observer said with the number of mid-range and mid-high-end hotel brands hotels in China’s hotel industry will increase dramatically to bring on fierce competition.
Unlike in the luxury hotel segment, domestic hotels have a head start in the mid-high-end segment and the creation of smart mid-high-end hotels will become the next major trend for the hotel industry.(Translation by David)
