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In Shanghai, Louvre Hotels begins to unfurl Campanile in China

The opening of the first Campanile, near the former French concession in Shanghai and a few hundred meters from the famous Bund along the Huangpu River, marks the beginning of an ambitious development program for the brand in China (250 properties), together with its owner Jin Jiang International.

In the symbolic presence of the French consul in Shanghai and much of the staff of Jin Jiang International, Pierre-Frédéric Roulot, president of Louvre Hotels Group, inaugurated the first Campanile property (locally pronounced Cam Po) on the Chinese continent. The property is conceived of as a little piece of France with regard to its atmosphere and F&B offer. With its 158 rooms, it is the first link in a chain that plans to open 250 properties by 2020 in China's leading economic centers: Shanghai, Beijing, Chengdu, Canton, Shenzhen, Hangzhou. The heads of Louvre Hotels Group, with unflagging support from Jin Jiang Hotels, want to activate the network effect in destinations that matter.

The Chinese Campanile "product" has had a few changes made to its original concept: rooms are slightly larger, colors are more subtle, F&B brings together French gastronomic food references and a series of Chinese specialties. Breakfast is a perfect illustration with croissants and pains au chocolat side by side with vegetable soups and steamed dumplings. But the tone of common areas is resolutely French, with a slate, decorative objects, as well as welcome products in rooms, with references to Mont St-Michel.

This launch is the result of a team effort launched in the second semester 2015, with the conversion of a Jin Jiang Inn located in the center. The process accelerated in 2016 with the introduction of managers, Chefs and employees trained to the brand's standards for an opening at the end of August. The kick-off took a little longer due to the arrival of French staff to accompany the four openings already scheduled in Shanghai for the first quarter 2017.

The brand will gain strength outside major cities with populations of several million, through conversion of existing properties in Jin Jiang's portfolio, or new build properties in developing areas. 

For Simon Zhang Xiaoqiang, CEO Jin Jiang International Hotel Management Company, in charge of steering all the brands in the group's protfolio, the arrival of Campanile corresponds to the quest for a "generational" product that is seen as more "fun" by Chinese clientele who are the counterpart to Western Millennials. He does not exclude the possibility of designing "combo" hotel complexes at important tourist sites, associating complementary brands such as Campanile, Golden Tulip and a luxury brand of the group. 

According to Pierre-Frédéric Roulot, the internationalisation of the brand is evident. Of the 370 operating properties today, 320 are in France. The first incursions were into the United Kingdom, Spain, Poland and the Netherlands, but they were relatively modest. Development has shifted into high gear with help from Chinese partners, of course; South East Asia also has 45 projects well underway; Saudi Arabia has 10 additional projects and as many in Iran. Brazil should also have ten or so Campanile properties soon. 

In exchange, Louvre Hotels Group will facilitate the internationalisation of certain domestic brands owned by Jin Jiang, such as Metropolo, which will open soon in Paris.

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