The partnership between Meliá Hotels International and the Greenland Group, one of the largest real estate group in China, on Thursday announced plans to further join forces to create a Chinese hotel brand in Europe, as well as expand its plans to grow Meliá hotel brands in China.
The Greenland Group will launch its urban hotel brand in Europe through the adaptation and re-branding of a Meliá-operated hotel in Frankfurt, Germany, and intends to further cooperate with Meliá to develop more hotels in Europe.
While Meliá has inaugurated its first hotel in Shanghai and is finalizing work on the construction of the Gran Meliá Xian and Meliá Chongqing, this new agreement will allow the company to open new Meliá hotels in Jinan and Tianjin, scheduled for 2013.
In the medium term, the alliance will evaluate numerous hotel development projects for Meliá brands such as Innside and Meliá in the city hotel business, and Paradisus in China’s emerging resort hotel business.
The partnership also will cooperate in training, global hotel distribution systems and procurement, as such complementing each other in the development and implementation of best practice management systems and responding to a mutual need to grow the international customer base. It will also allow the tandem to improve the awareness of their hotel brands in the complex Chinese and European markets.
In addition, Greenland’s expertise in Chinese culinary and culture would benefit Meliá in its ability to provide services to the Chinese guests, currently the largest outbound market into Europe.