Zhejiang, April 14, 2015 /PRNewswire/ -- On April 13, 2015, two well-known domestic hotel groups — Junlan Hotel Group and Grand Skylight Hotel Management Company — held a strategic cooperation signing ceremony at Zhejiang World Trade Junlan Grand Hotel. Based on the aggregation and complementarity of their group-level resource advantages, and through the embedded sharing of core resources to achieve deep integration, the two industry leaders have joined forces to launch a “New Model of Branded Marketing Alliance” for the hotel industry under the “new normal.”
Junlan Teams Up with Grand Skylight to Launch a “New Model of Branded Marketing Alliance”
Junlan Teams Up with Grand Skylight to Launch a “New Model of Branded Marketing Alliance”
As one of the strategic partners, Junlan Hotel Group has long been committed to building the most culturally Chinese national brand. With steady steps, a unique brand personality, and distinctive contemporary features, it has risen to the ranks of the world’s leading hotel groups. Its portfolio includes the culturally rich leisure resort brand “Junlan Resort,” the distinctly Chinese urban leisure business hotel brand “Junlan Hotel,” and the mid-range boutique brand “Junting Hotel.” The other strategic partner, Grand Skylight Hotel Management Company, is a wholly-owned subsidiary of AVIC International under AVIC (Aviation Industry Corporation of China). It operates the premium five-star brand “Grand Skylight International,” the refined four-star brand “Grand Skylight,” and the new-concept brand “Tianyue.” Leveraging AVIC's overseas resources, the company is actively expanding into international markets to promote Chinese national hotel brands.
The “New Model of Branded Marketing Alliance” jointly created by Junlan and Grand Skylight is an integrated and comprehensive marketing system built on a cloud-based information platform. Currently, the group marketing systems of both partners are centered around the CRS (Central Reservation System), which is directly connected to hotel PMS (Property Management Systems) and major online marketing platforms. These direct-connect channels include each group’s official website, mobile app, Alitrip (now Fliggy), WeChat booking, and various internet-based online travel agencies. Through this strategic cooperation, the marketing systems and information platforms of both sides will be closely linked to create synergy, enabling seamless system data integration and membership interoperability. This will optimize guest experiences and truly achieve resource sharing and complementary strengths.
By 2014, Junlan Hotel Group had management projects across 13 provinces and cities including Zhejiang, Hainan, Yunnan, Shanghai, Shandong, Jiangsu, Hunan, Hubei, Jiangxi, Anhui, Fujian, Sichuan, and Shanxi, as well as Perth, Australia. The group has invested in and managed over 50 hotels, with more than 15,000 guest rooms. Meanwhile, Grand Skylight Hotel Management Company had 38 operational and under-construction hotels across 22 provinces and regions, including Beijing, Shanghai, Shenzhen, Chengdu, Xi'an, Tianjin, Jiangsu, Jiangxi, Hunan, Guizhou, and Inner Mongolia. This strategic cooperation will significantly enhance membership benefits, allowing members to enjoy exclusive offers from both groups and expand their accommodation choices to all destinations covered by Grand Skylight and Junlan.
Attendees at the signing ceremony included Wang Jianping, President of Junlan Hotel Group; Jiang Hanhua, Assistant President and Marketing Director; Zhang Zhenshan, Managing Director of Grand Skylight Hotel Management Company; and Zhang Licheng, Deputy General Manager.
Wang Jianping, President of Junlan Hotel Group, stated that through this innovative “New Model of Branded Marketing Alliance,” Junlan and Grand Skylight Hotel Management Company will engage in comprehensive collaboration across multiple areas, including brand partnerships, member services, regional sales, direct-channel bookings, joint product sales, and shared product offerings. This will provide members and guests with a wider selection of hotels and a more convenient, comfortable, and value-added hotel experience.