Over the past 30-plus years of vigorous development in China’s hotel industry, international brands initially took the lead and were highly favored. However, amid the surging tide of industry growth, a group of outstanding domestic hotel brands have emerged powerfully, forming an indispensable force that rivals international ones, together creating a rich and splendid landscape for China’s hospitality sector.
Country Garden Phoenix International Hotels, a homegrown national hotel brand, has built high-star hotels that are both grounded and high-quality through over a decade of exploration and development. From pioneering the then eye-catching and controversial “real estate + hotel” model to now operating nearly 50 properties, Country Garden Phoenix International has increasingly shone as a unique highlight among China’s domestic high-star hotel groups.
Debuting in the Millennium Year, the Phoenix Emerges and Draws Attention
The billion-dollar private real estate enterprise Country Garden Group, carrying the simple yet earnest vision of “giving you a five-star home,” has dedicated itself to building high-value-quality homes for people around the world. At the dawn of the new millennium, this real estate powerhouse took a groundbreaking step by offering homeowners the concept of “five-star hotel-style service.” The “Country Garden Resort Hotel” (now renamed: Shunde Country Garden Resort) entered the public eye with the group’s firm confidence in venturing into the high-end hotel industry, causing a stir in both the real estate and hospitality sectors.
Photo: Shunde Country Garden Resort
At the time, China’s hotel market was on the rise, and the new “real estate + hotel” model caught everyone’s attention. To build the largest and most luxurious living community in Southern China, Country Garden Group invested over 500 million yuan in the early stages to construct a five-star standard “Country Garden Resort Hotel” by the Bijiang River and at the foot of Guishan Mountain in Shunde. It officially opened on February 1, 2000, bringing five-star hospitality right to the doorsteps of homeowners, instantly transforming what it meant to have a “five-star home.”
In November 2003, Country Garden’s first officially rated five-star hotel — Guangzhou Phoenix City Hotel — made a stunning debut. Covering a land area of 200,000 square meters and a construction area of 78,000 square meters, the hotel boasts over 500 rooms, making it the largest in scale and lowest in floor count among landscape-themed hotels in Southern China. From then on, Country Garden Phoenix Hotels took off with unstoppable momentum.
Photo: Guangzhou Phoenix City Hotel
Taking Root in Second and Third-Tier Cities, Growing Through Diligent Efforts
Unlike other well-known hotel brands, Country Garden Phoenix Hotels did not initially compete for a share in bustling urban areas. Instead, with bold pioneering spirit, they chose to take root in second and third-tier cities, firmly establishing themselves in serene, picturesque suburbs away from the hustle and bustle. Despite skepticism toward the “real estate + hotel” model, Country Garden Phoenix International marched forward with determination, carving out a path for a national hotel brand with distinct “Country Garden” characteristics.
“We hope our presence makes society a better place.” Carrying this sincere corporate vision, Country Garden Phoenix International is committed to building the best local hotels, providing vital momentum for regional urbanization and making significant contributions to the development of local tourism. Exquisite Country Garden Phoenix Hotels, crafted like works of art, dot the natural landscape. With their unique gold-and-blue phoenix emblems, elegant European-style architectural complexes, and resplendent Sistine corridors... The brand's six themed hotel concepts — business, landscape, hot spring, coastal, grassland, and golf — have produced many classic properties. More and more consumers are coming to know, choose, and trust the professional, high-quality, and warm hospitality offered by Country Garden Phoenix Hotels.
Photo: Country Garden Ten-Mile Silver Beach Hotel
Rapid Expansion in Scale, Soaring Development at an Average of 4 Openings Per Year
In 2011, Country Garden Group established a wholly-owned subsidiary — Country Garden Phoenix International Hotel Management Company — to comprehensively oversee brand management, hotel operations, and supporting services for Country Garden Phoenix Hotels. Since then, its properties have benefited from comprehensive, high-standard management and service, embarking on a path of professional self-management and growing into a leading player among Guangdong-based hotel groups.
Over a Decade of Operation, Forging Benchmarks Through Trials
Over the past decade, Country Garden Phoenix Hotels have stayed true to their original mission, working diligently and growing rapidly to spread their warm service philosophy of “passionate smiles and perfection” to even farther corners, giving more consumers the chance to experience the beauty of the Phoenix.
Today, the footprint of Country Garden Phoenix Hotels spans the length and breadth of China. The group has carefully cultivated three major brands: “Country Garden Phoenix,” “Country Garden Holiday,” and “Country Garden Fengqi.” It currently operates 49 hotels with over 14,000 rooms in total. Among them, 46 are five-star standard hotels (including 8 officially rated five-star properties), covering provinces and cities such as Guangdong, Hunan, Hubei, Anhui, Jiangsu, Shandong, Liaoning, Inner Mongolia, Hainan, Chongqing, and Tianjin. Each property integrates harmoniously with the surrounding natural ecology, offering tranquil retreats while maintaining seamless connections with urban transportation hubs. As for the “Country Garden Fengqi” brand, which focuses on serviced apartments, nearly ten such properties are either in operation or under planning and construction, becoming another pillar of growth for Country Garden Phoenix International and making notable inroads into the serviced apartment market.
Over a Decade of Endeavors, the Brand Charm of “Phoenix International” Becomes Increasingly Recognized: From 2011 to 2015, the brand was twice awarded “Top 10 Chinese Hotel Management Companies” and “Best Employer in China’s Hospitality Industry” at the China Hotel Golden Horse Awards; in 2015, it received “China’s Best Hotel Management Group” at the 10th China Hotel Starlight Awards; in the same year, it won “2014 China’s Best Brand Hotel Management Company” at the China Hotel Five-Star Diamond Awards; in 2014, it was honored as one of “China’s Top 60 Hotel Groups” by the China Tourism Hotels Association; and from 2013 to 2011, it was three times recognized as one of “China’s Top 30 Domestic Hotel Management Companies (Groups)” by the same association... firmly raising the banner of national hotel brands.
Photo: Country Garden Phoenix International Hotels Ballroom
High-Quality Craftsmanship, Now Soaring with Vigor
Faced with a volatile and competitive market, Country Garden Phoenix Hotels have never slackened in their efforts to provide guests with a high-quality “home away from home.” Internally, the group has implemented a series of measures to continuously enhance service quality in terms of hardware facilities and staffing. Externally, it has signed cooperation agreements with renowned international brands such as Marriott and Hilton, aiming to accelerate its alignment with global standards and jointly elevate the development of the Country Garden Phoenix International brand.