NLH and Grand Skylight Hotels Form Strategic Partnership, Pioneering a New Model of Branded Marketing Alliance

Zhejiang, April 14, 2015 /PRNewswire/ -- On April 13, 2015, two well-known domestic hotel groups — NLH Hotel Group and Grand Skylight Hotels Management Co., Ltd. — held a strategic cooperation signing ceremony at Zhejiang World Trade NLH Grand Hotel. Based on the aggregation and complementarity of their respective group-level advantageous resources, and through the embedded sharing of core resources to achieve deep integration, the two companies have joined forces to jointly launch a "New Model of Branded Marketing Alliance" for the hotel industry under the "new normal."

NLH and Grand Skylight Join Forces to Launch a “New Model of Branded Marketing Alliance”

NLH and Grand Skylight Join Forces to Launch a “New Model of Branded Marketing Alliance”

As one of the strategic partners, NLH Hotel Group has long been committed to building the most culturally Chinese national brand. With steady steps, a unique brand personality, and distinct characteristics of the times, it has risen to join the ranks of world-class hotel groups. Its portfolio mainly includes the culturally rich Chinese leisure resort hotel brand “NLH Resort,” the urban leisure business hotel brand “NLH Hotel” with the most distinctive Chinese features, as well as the mid-range boutique hotel “NJ Hotel.” The other strategic partner, Grand Skylight Hotels Management Co., Ltd., is a wholly-owned subsidiary of AVIC International under AVIC (Aviation Industry Corporation of China). Its brands include the refined five-star “Grand Skylight International,” the refined four-star “Grand Skylight,” and the new-concept “Tianyue.” Leveraging AVIC’s overseas resources, it is actively expanding into international markets to develop Chinese national hotel brands.

The “New Model of Branded Marketing Alliance” jointly created by NLH and Grand Skylight is an integrated and comprehensive marketing system and framework built on a cloud-based information platform. Currently, the group marketing systems of both partners are centered around the CRS (Central Reservation System), directly connected to hotel PMS and major online marketing platforms. The direct-connect channels include their respective group official websites, mobile apps, Alitrip (now Fliggy), WeChat bookings, and major online travel distributors. Through this strategic partnership, the two parties’ marketing systems and information platforms will be closely linked to form a synergistic force, thereby fully achieving system data integration, member interoperability, optimizing guest experience, and truly realizing resource sharing and complementary advantages.

As of 2014, NLH Hotel Group’s management portfolio spans 13 provinces and cities including Zhejiang, Hainan, Yunnan, Shanghai, Shandong, Jiangsu, Hunan, Hubei, Jiangxi, Anhui, Fujian, Sichuan, and Shanxi, as well as Perth, Australia, with investments in over 50 hotels and a total of more than 15,000 rooms. Meanwhile, Grand Skylight Hotels Management Co., Ltd. operates and has hotels under development totaling 38 properties across 22 provinces, municipalities, and regions such as Beijing, Shanghai, Shenzhen, Chengdu, Xi'an, Tianjin, Jiangsu, Jiangxi, Hunan, Guizhou, and Inner Mongolia. This strategic cooperation will significantly enhance member benefits for both sides, allowing access not only to exclusive offers from both groups but also expanding stay options to all areas covered by Grand Skylight and NLH.

Attendees at the signing ceremony included NLH Hotel Group President Wang Jianping, Assistant President and Marketing Director Jiang Hanhua, Grand Skylight Hotels Management Co., Ltd. Board Chairman Zhang Zhenshan, and Vice General Manager Zhang Licheng.

Wang Jianping, President of NLH Hotel Group, stated that with this innovative “New Model of Branded Marketing Alliance,” NLH and Grand Skylight Hotels Management Co., Ltd. will engage in comprehensive cooperation across multiple areas including brand collaboration, member services, regional sales, direct channel bookings, joint product sales, and shared product offerings. This will provide members and guests with more hotel choices, as well as more convenient, comfortable, and value-added hotel product and service experiences.