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Jin Jiang Reveals More Details About its MetroPolo Brand
This July Jin Jiang, a giant Chinese hotel chain headquartered in Shanghai, announced its plans regarding the creation of a middle scale brand – Jinjiang MetroPolo. The first hotel operating under this brand will open already this year, and 28 more hotels are set to open in 2014. One of the reasons for such a fast development of the brand is a recent acquisition of 21 hotels under the Smart Hotels brand. This portfolio will become a good start point for the new brand. Jin Jiang plans to get as many as 100 hotels under the new brand within next three years. In the beginning, all hotels will be located in first tier cities and province capitals.
Describing the brand, the company underlines that the number of savvy and experienced travellers is rising in China, and for many hotels it becomes harder to fit their growing requirements. MetroPolo will try to fill the gap in the segment of quality medium priced hotels. First hotels will appear in historic buildings in Shanghai. All MetroPolo hotels will be owner-operated, and development costs will be kept low thanks to practical design and rather a modest choice of services with most sought after ones included. For example, MetroPolo hotels will have free Wi-Fi, free breakfast, gym, and social hour. The room rate will differ as hotels will have different location and restoration costs, but it will be approximately 450 – 750 Chinese Yuan per night (US$73 – 123).
New culture of the brand, its distinguishing features in design, marketing solutions and other aspects are yet in the process of development. It is only revealed that hotels will have stylish design with “a hint of adventure”.
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