On December 20, the 2014 China Enterprise Leaders & Media Leaders Annual Conference and the Brand Contribution List Annual Awards Ceremony were held in Beijing. Among numerous hotel brands, Super 8 Hotel stood out as the only economy hotel brand to win an award on this year’s Brand Contribution List, receiving the “Outstanding Brand of the Year 2014 Influencing China” award. Mr. Fang Guofan, Senior Vice President of Franchise Operations at Super 8 China, accepted the award on behalf of Super 8 Hotel.
The Secret to the Internationalization of Well-Known Foreign Hotel Brands in China Over the Past Decade—Loving China
Super 8 Hotel originates from the United States and is part of Wyndham Hotels & Resorts, with a history of over 40 years. It is one of the world’s largest economy hotel chains. Since entering the Chinese market in 2004, Super 8 Hotel has adopted a franchise-based business model, upholding the service philosophy of “Clean & Friendly.” It strives to create an economy hotel brand with the highest guest satisfaction and the highest return rate for franchisees. Guided by its internationally standardized brand management system, it allows franchisees to operate independently. Over the past decade, Super 8 Hotel has developed rapidly in China, with a presence in nearly 200 cities and approximately 800 opened or soon-to-open locations. The reason for such rapid growth lies in Super 8’s love for China—respecting the local customs and cultures everywhere, and featuring unified yet locally distinctive hotel designs. A number of franchise outlets have emerged that combine aesthetic design with humanistic appeal, rich in local cultural characteristics and tailored to their commercial districts.
The Key to the Influence of Well-Known Foreign Hotel Brands in China—Integrated Adaptability
No brand wins hearts overnight, and Super 8 Hotel is no exception. Over the past ten years, Super 8 Hotel has received numerous industry awards, including “Best Chain Brand Award,” “Top Ten Influential Brands in China’s Economy Hotel Chains,” “Most Valuable International Management Brand,” “Most Favorite Economy Hotel Brand by Consumers,” and “Best Hotel Management Group.” It has undertaken the accommodation management for athletes during the 2008 Olympic Games, become the designated hotel for exhibitors at the 2010 Shanghai World Expo, partnered with Air China's PhoenixMiles to serve business travelers in 2014, and added vitality to the 2014 FIFA World Cup. These achievements have demonstrated Super 8’s value and solidified its position in the minds of consumers. With the rapid popularization of mobile internet, Super 8 Hotel has continuously explored and experimented in areas such as search engines, mainstream media networks, and mobile platform application technologies. Particularly through its collaboration with Baidu Promotion, precision marketing has significantly increased order volumes, bringing more convenience to users while integrating resources in step with the times.
In an era of great transformation, integration, and communication, Super 8 Hotel’s ten years in China are just a microcosm. In China, there are even greater opportunities and markets waiting for more leading forces to join. Let us join hands and embrace a bright future together.