Global Update
If you can ’ t beat ’ em …
JinJiang Jumpstarts metropolo
With the addition of the Bestay , Goldmet and MetroPolo brands to Jinjiang Group ’ s freestanding Jinjiang Inns , in February Jinjiang MetroPolo Hotel Management Co . was created as an umbrella for the four brands . The emerging lifestyle , select-service brand in this mix is MetroPolo , which has 33 hotels open ( 30 owned ) and nine under development .
Christopher Sheldon , MetroPolo ’ s vice president and general manager of international affairs , says MetroPolo has been split into two segments : Classiq for boutique chic in historic buildings or major downtown locations , and Select for the business traveler .
Sheldon characterizes the MetroPolo guest as sophisticated , educated , traveled and fashionable — and a great many are female . Amenities include an East-meets-West MetroPolo breakfast buffet , a free-to-guest evening social and free Wi-Fi . Classiq has a small gym , and both segments have small meeting rooms and three-meal-a-day cafes .
There are just three Classiqs to date , and Sheldon does not see this as the main brand for development . Room rates for Select seem so far
The newly opened Off the Bund Shanghai
Classiq boutique hotel is MetroPolo ’ s best hotel to date , according to Vice President and General Manager of International Affairs Christopher Sheldon .
to be RMB 300 to RMB500 ( US $ 43 to US $ 81 ), and the rates for Classiq range from RMB 500 to RMB1,000 ( US $ 81 to US $ 162 ).
Jinjiang Group has given MetroPolo six hotels to redevelop and rebrand , including the namesake Metropole in Shanghai . The current plan is to refurbish and reopen the six hotels by spring 2016 .
Sheldon , whose main job has been writing and implementing standards , procedures and coaching , says management is looking for development partners and franchisees throughout China for conversions . There is also a goal to grow all four brands of the management company internationally . “ The key for the brand development will be the business models we draw up to incorporate the cost of conversion or new build , and the cost of operating these hotels day to day ,” Sheldon says . “ The big goal for MetroPolo is 100 contracts by the end of 2015 — a tough one .”
As for growth outside China , Sheldon says when 100 hotels are under contract , the group will turn its attention to international markets , starting in Asia .
Madrid-based Room Mate Hotels , owners and operators of 18 designfocused hotels in 12 cities worldwide , is trying to participate in the sharing economy culture by launching BeMate . com , a travel service in 10 cities that combines the amenities of a hotel for consumers staying in local apartments . Initially launching with 2,500 apartments across Europe and North America , BeMate apartments will be located within walking distance of Room Mate or partner hotels so guests can access hotel services and concierges . In addition , apartment guests booking a BeMate apartment arrange their entire trip through the company rather than coordinating with the apartment owner . Room Mate Hotels Founder Enrique Sarasola says his initial investment was US $ 5 million , and in late October another round of financing yielded US $ 15 million from investors who will own 15 % of the company . The goal by the end of next year is to be in 150 to 200 cities with as many as 80,000 apartments .
16 HOTELS December 2014 www . hotelsmag . com