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CHINESE JIN JIANG HOTEL CHAIN CEO EYES MALDIVES FOR EXPANSION

As China’s leading hotel group with a sprawling network of 120,000 rooms, Jin Jiang Hotels has yet to develop a brand reputation that matches its size.

The Jin Jiang name, which has been around for over 80 years, should have been widely recognised as China’s national brand but it is not. German hotelier Bernold Schroeder plans to change that since taking over as Jin Jiang International Hotel Management Company’s Chief Executive Officer last August.

Rationalising Jin Jiang’s four categories of properties into four distinct sub-brands, Mr Schroeder aims to turn Jin Jiang into a brand that will make the ever growing cohort of sophisticated Chinese travellers feel most at home with and feel proud of.

He said ‘the focus is to start in Asia and that the China outbound market presents huge opportunities in this part of the world. China’s neighbouring cities such as Japan, Korea, are seeing strong Chinese retail business. I would like to stay in the region, as well as cover the resort destinations such as Maldives and Thailand, where we look to manage properties owned by others. We can fill their hotels because we have our own travel agents.’

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