Jin Jiang meets the challenge of its Sino-European identity

2 min reading time

Published on 01/07/19 - Updated on 17/03/22

co-branding launch

The second hotel group worldwide needs to develop east-west links for a successful development. There are many challenges to be taken up to face the giant Marriott whose assets are more important and the challengers that have long been established in Europe. And of course there is the Indian OYO that is seeking first place worldwide in the short term and is very strong in the Chinese market.

In keeping with these partnerships, the group inaugurated its first co-branded Radisson Hotel Group - Jin Jiang property on June 26. The Radisson Blu Hotel, Frankfurt will welcome Chinese guests in its 434 rooms and suites. This is an opportunity to cultivate the appeal of the group's European hotels among Chinese clientele who are familiar with the brand Jin Jiang while opening the doors of the Chinese market to brands in the Radisson Hotel Group portfolio.

The Radisson Blu Frankfurt is the first property to be co-branded, it is a pilot property that will be followed by the Radisson Collection Brussels in March 2020. Concretely, co-branded properties will offer the following services and amenities:

  • Printed materials in Chinese
  • Chinese teas and kettles in rooms 
  • Instant noodles and chopsticks in rooms
  • Chinese gastronomic dishes on the room service menu
  • Provision of Chinese beers in the mini-bar
  • Chinese television stations 
  • Chinese newspapers
  • Possibility of paying using Union Pay.

A Shanghai kitchen restaurant concept was created to bring the gastronomy of Shanghai into Radisson hotels; chefs are trained in China for 3 months to introduce this savoir-faire and offer it to guests. 

The group plans to open 30 co-branded properties including 5 Radisson Collection hotels by the beginning of 2022:

Hôtels co-branding

Now to convince the owners of these properties.

At the same time, brands belonging to the Radisson group will see accelerated growth in the Chinese market with target of 1,000 properties by 2022.

Radisson Hotel Group

Radisson Hotel Group

Hotel Group

  • Radisson Hotel Group Brussels
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