Posted Date: Saturday, 4-Aug-2012
WITH its rebranding and hotel portfolio expansion strategy in place, China’s Jin Jiang Hotels Group has started to rev up sales and marketing efforts to strengthen its position in the minds of customers.
A new website will go live on August 8, sporting the company’s refreshed logo in a rich gold tone, as well as greater content and friendlier user-interface. Visitors to the revamped website will be able to browse details of all Jin Jiang properties and submit requests for proposals, among other things.
Speaking to TTG Asia e-Daily yesterday in Singapore, where a showcase of the group’s hotels was held for corporate buyers and travel consultants, Jin Jiang International Hotel Management Company CEO, Bernold O Schroeder, described the new website as offering “a different feel and much greater functionality”.
The website will be enhanced further by September, with “more content on hotels and the corporate side”, said the company’s senior vice-president marketing & sales, Cinn Tan.
Schroeder said: “We have also established a stronger presence at trade events and roadshows. We (exhibited) in ITB Berlin for the first time this year, and will be doing the same at ITB Asia. Since the second quarter (of this year), we have taken roadshows to (markets such as) Japan, South Korea and Hong Kong, and will be going to Taiwan next.”
“We were most recently in Tokyo, and now we are here in Singapore. We cannot overlook Singapore. More than two-thirds of the requests for proposals we receive (for Asia-Pacific movements) are from Singapore, as it is here where most regional headquarters of international companies are based. Singapore will be critical to our success.”
Jin Jiang’s strategic partnership with Spanish hotel company Sol Meliá, forged early last year to jointly promote each other’s properties in China and Europe, has also been successful, and Schroeder is keen to “do more with Sol Meliá, possibly through joint management”.
The hotel group has also debuted a loyalty programme called Jin Jiang J Club, which leverages on Jin Jiang Group’s diverse business units including restaurants and car rental. Since its launch in June, the loyalty programme has garnered 4.4 million members.