Jin Jiang International & Radisson launch first co-branded hotel [Construction Report]
Radisson Hotel Group and Jin-Jiang International executives celebrate their most recent launch
Jin Jiang International and Radisson cement partnership with the debut on the first co-branded hotel in the heart of Germany
The move comes as part of an effort by all stakeholders to identify opportunities to maximise being in the Chinese market.
As part of this, several key initiatives have been identified, one of which is the launch of co-branded hotels, which has been labelled a critical element of the project.
Federico J. González Tejera, President & CEO of Radisson Hospitality AB and Chairman of the Global Steering Committee for Radisson Hotel Group, had this to say in a statement: “We are keen on offering the leading hotel brands from Radisson Hotel Group to guests, owners and talent around the world.”
“The launch of the first co-branded hotel with Jin Jiang International is an important milestone in reaching this goal. The co-branded hotels have a bright future, with the potential to extend to more than 30 properties across EMEA – including five Radisson Collection hotels in key destinations for Chinese travellers,” Mr Tejera went on to say.
The Radisson Blu Hotel, Frankfurt
The first major co-branded property following the Radisson and Jin Jiang International deal is the Radisson Blu Hotel, Frankfurt. The property in the German banking capital marks the first of more than 1,100 hotels to become co-branded with Jin Jiang International.
Chen Liming, Vice Chairman of the Board for Jin Jiang International, said: “We are thrilled that we will now take the next step in our journey together after the acquisition. China has become the world’s largest travel market, offering a wealth of opportunity and potential.”
“Co-branded hotels are positioned to not only improve awareness of our Chinese and Radisson brands in EMEA and China respectively, but also promote people-to-people exchanges between China and the rest of the world. We very much look forward to making the most of the available potential together,” Mr Liming elaborated.
What does a hotel in Germany have to do with the Chinese hotel market? The answer is simple when one considers that for many years Frankfurt has been Germany’s top destination for Chinese tourists, mainly due to its large international airport.
No other European region offers so many direct flights to China, which makes the market a particularly attractive one to Chinese investors. This gives the hotel a chance to showcase its own recently completed renovation project.
The advantages of co-branding
There are many advantages to being a co-branded property like the Radisson Blu Hotel Frankfurt.
At this new hotel, Chinese-speaking guests will experience a range of features which have been designed and curated in order to make them feel at home.
There are new hotel offerings to address all aspects of the stay, ranging from menus to welcome cards in Chinese. Guests at the property also have the option to pay with Chinese Union Pay cards.
In the guest rooms, elements such as tea kettles with Chinese teas add the extra touch. Guests can also watch Chinese television and read Chinese newspapers via the Radisson Blu One Touch app.
The property also boasts new food and beverage options, including traditional dishes like congee, noodles, and wontons, all of which are available as part of daily breakfast service.
The last touch is one of the most interesting: as part of the preparation for this opening, the companies rolled out a talent exchange program, in which teams of employees from Radisson Hotel Group’s hotels and offices spent three months in Shanghai learning how best to provide their guests with a truly Chineese experience.
Let’s take a look at a few more hotel projects by Radisson:
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ABOUT THE CHAIN
ABOUT THE CHAIN
Radisson Hotel Group is one of the world's largest hotel groups with several distinctive brands and more than 1,400 properties in operation or under development globally.
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