Meeting you in the time it takes for a flower to bloom,
In the prime of my life,
With my most beautiful face, I met you.
On July 18, the boutique homestay brand Feronia VILLA made a strong debut at the 2018 China International Homestay Expo, showcasing its new brand philosophy and franchise model, highlighting the powerful brand strength and appeal of Feronia VILLA boutique homestays. Its appearance immediately became the focus of attention at the event.
Encounter Feronia VILLA Boutique Homestays, Discover Unexpected Beauty
Since its establishment in 2010, Shangmei Lifestyle Group has actively explored innovative development strategies and maintained rapid annual growth in hotel scale. The group owns 10 hotel brands, including high-end brands like Wanjie and Holiday Meidi, mid-range brands such as Lanou, Shangkeyoupin, and economy brands like Shangkeyou, Junyi, A&A Room, and Chengke, as well as homestay brand Feronia VILLA and apartment brand LIPPO Commune. These have become key forces driving the hotel industry toward chain operation, standardization, and branding. In July 2018, the globally authoritative hospitality publication Hotels Magazine released its "Top 325 Global Hotel Groups" list for 2017, ranking Shangmei Lifestyle Group among the world's top 20, with the 12th highest number of properties globally.
Feronia VILLA Boutique Homestays, an important brand under Shangmei Lifestyle Group, originates from the charming garden town of Giverny in France. The brand consistently adheres to the design philosophy of "one design per store," integrating design into the local natural environment and cultural landscape. It also incorporates emotional content experiences through multi-format offerings, providing urban new middle-class travelers with aesthetic spaces for vacationing close to nature. In addition to offering guests smart living experiences and dedicated butlers, the brand features large public activity spaces, creating numerous social activities to enrich the depth of travel experiences.
Brilliant Talent and Romantic Dance Ignite the Lively Atmosphere
Held over three days at the Shanghai New International Expo Centre in Pudong, the expo attracted a large crowd to the Feronia VILLA Boutique Homestays booth. The exhibit’s exquisitely simple window nooks and just-right touches of greenery reflected the brand’s spatial philosophy of "natural aesthetics and social attributes."
At the event, FEAT, a young and talented artist from the fairy-tale kingdom of Denmark and affectionately known as the "Danish Prince," improvised exclusive artworks for brand VIPs. His handsome appearance and remarkable talent won admiration from the onlookers, delighting many fans. Graceful and lively dancers moved to the melodious tunes of the violin, swirling around the crowd like stars in the night sky. Many attendees took out their phones to capture the magical moments.
The venue was bustling with continuous foot traffic, as enthusiastic visitors gathered around the booth to participate in various lucky draw activities, winning exquisite gifts. Feronia VILLA Boutique Homestays also introduced popular internet celebrity IP live streaming, providing an off-site interaction opportunity for those unable to attend in person. This allowed the vibrant atmosphere to be shared online, fully demonstrating Feronia VILLA’s mature brand operation and promotion strategies.
Every Encounter is Beautiful, the “Dual Standard” Franchise Model Gains Popularity
In recent years, the rise of the middle class and evolving consumption concepts have driven continuous growth in the core drivers of the inn and homestay industry. The middle class, who yearn for freedom and a return to a natural, quality lifestyle, has become the main customer base for mid-to-high-end homestays. This has directly spurred rapid development in the homestay industry, intensifying competition and exposing various operational issues, such as insufficient public facilities, inadequate cultural exploration, and subpar service management. These challenges have put the industry in an awkward position. "Homestays are increasingly focused on delivering a lifestyle and philosophy, emphasizing the creation of experiential environments," said Mr. Huang Jilei, CEO of Feronia VILLA Boutique Homestays. "Feronia VILLA actively integrates local tourism characteristics and cultural elements, drawing inspiration from the beauty of nature, and seamlessly blends local natural aesthetics with spatial design to craft meticulously refined stay experiences."
The Feronia VILLA team unveiled a bold and innovative "dual standard" franchise concept at the expo. Whether it’s the "light standard" model, which involves partial homestay renovation and integration into Feronia VILLA’s operational system, or the "heavy standard" model, which provides end-to-end solutions and hands-on implementation for site selection, construction renovation, interior design, staff training, operations, branding, and channel development—both leverage the brand’s strong appeal to drive profitability. The new franchise models sparked immense interest among potential investors, with many approaching the booth to inquire about details, creating a lively atmosphere.
Conclusion
As demand for high-quality homestays continues to grow, personalization and diversity are becoming mainstream in the homestay market. Feronia VILLA Boutique Homestays brings natural aesthetics to those who appreciate life, infusing homestays with new social dimensions. Though the three-day 2018 China International Homestay Expo is nearing its end, Feronia VILLA will continue to improve itself, striving to deliver richer and more diverse accommodation experiences for guests.
Welcome to Feronia VILLA Boutique Homestays at the 2018 China International Homestay Expo
Booth Number: E2 Hall, Booth 2519
Exhibition Dates: July 18–20, 2018
Exhibition Venue: Shanghai New International Expo Centre, Pudong (No. 2345 Longyang Road)