GLOBAL UPDATE : PROFILE
A guestroom from Jin Jiang ’ s new 3-star Marvel brand
UNDERSTANDING
JIN JIANG
Here is a primer on a Chinese hotel giant that is preparing to compete on the world stage .
By Jeff Weinstein , editor in chief
While many industry giants are making serious strides in China , home-grown , stateowned enterprises such as Jin Jiang International Holdings , 7 Days Group Holdings Ltd . and NASDAQ-listed Home Inns & Hotels Management are slowly recognizing their own potential to compete more effectively brands both in China and — eventually — abroad .
One global hotelier taking on that challenge is Bernold Schroeder , who in August left Banyan Tree Hotels & Resorts after 14 years with a new goal : to make Shanghai-based Jin Jiang International Hotel Management Co .
Ltd . a global powerhouse . “ I want to build the first truly international hospitality brand that represents China in the world ,” says the new CEO . “ We have to have confidence in brand building in China , and this will make a difference .” Understanding the structure of Jin Jiang is not easy , as it has multiple layers of hotel ownership and management . There are two hotel arms under Jin Jiang : The 2-star Jin Jiang Inns is run by one team and has around 75,000 rooms , while Schroeder is running the starrated hotels ( 3 to 5 stars ). In addition , Jin Jiang ’ s investment arm has a 50 % ownership stake in Interstate Hotels & Resorts in a joint venture with Thayer Lodging , and has created Interstate China to manage 5-star hotels . Schroeder says all corporate rebranding exercises to clarify Jin Jiang ’ s positioning will be done this year .
Star-studded plans Under Schroeder ’ s purview is the ultraluxury J brand , which will debut in 2015 with 700-sq-ft ( 65-sq-m ) rooms on floors 84 through 120 of Pudong ’ s Shanghai Tower , and then roll out globally . The first hotel will be managed by Interstate China , which will likely act as the franchisee for initial subsequent J hotels . “ We trust Interstate China tremendously with
8 HOTELS June 2012 www . hotelsmag . com