JinJiang Launches Mid-market Brand of Hotels to be Known as Jinjiang MetroPolo

Brand's First Hotels are to be Designed into Historic Buildings in Shanghai, Creating the MetroPolo Classiq Group of Properties

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. August 27, 2013

August 27, 2013 - Jinjiang announces that Christopher Sheldon, recently of the notable real estate development company, Jackson Shaw in Dallas, Texas, has rejoined this highly successful Chinese hotel chain. Based in Shanghai, Sheldon will be assisting top leadership with the development and launch of the new mid-market brand of hotels to be known as Jinjiang MetroPolo. This new brand is aimed at providing an exceptional value lodging experience to the well-educated, more travel savvy, and experience seeking professionals in China today. As the brand's first few hotels are all to be designed into historic buildings in Shanghai, a MetroPolo Classiq group will also be developed.

Market research has shown Jinjiang that the rising middle class of Chinese travelers are growing more sophisticated each day with their eye on fashion and contemporary designs. These travelers know what they personally want and have raised their service expectations above the normal crowd of hotel chains. They are seeking a lifestyle of balance and a new quality of life that they expect from their hotel experience. They enjoy music and art and fine designs of fashion. They are the artists for life. They look for the option to be social away from home when the mood calls, yet also very private with personal space to wind down each day. These travelers are savvy, need something contemporary that fits their life style and don't want to pay too much for a one or two night hotel stay. There is already a surfeit of both economy and star rated hotels provided by domestic and international brands in Shanghai and since the government here has joined with the European governments' frugality programs, revenues have been declining at the top tier of hotels. MetroPolo's sassy urban chic is designed to fit in to this economic scenario quite well.

Sheldon who has many years of branding and operating experience is now busy establishing the new brand standards, making operational decisions, reviewing marketing solutions and starting to define the new culture of what a MetroPolo hotel is going to be for the staff and guests? Each department at Jinjiang Inns is helping and working with the all new yet small brand team with the common goal of a successful launch. As you can imagine how well we are able to communicate with each other becomes even more important in a foreign land. It is fair to say that translation cannot always equal interpretation in its importance on both sides of the table. But at the end of the day one can feel a tremendous joy from each accomplishment as everyone is working hard to get it right. The MetroPolo values are to be professional while fun, with stylish design, and a hint of adventure. The phrase used to describe our guests will be Artists For Life and we plan to play on this with the marketing promotion.

Opening later this year, the first MetroPolo will be a part of the historic brand of MetroPolo Classiq that takes a beautiful piece of architecture from the rich cultural heritage and turns the insides out with creative and modern interior designs. By the end of next year there will be 6 of these beautiful restored buildings, from nostalgic Shanghai 1920's - 30's, remodeled on the insides into a Classiq boutique hotel. The first to open this winter 2013 is the renowned Hotel Dahua, with its iconic building architecture. This building was designed by the brilliant 'Art Deco' Hungarian architect, Laszlo Hudec, as one of his 27 historic trust heritage buildings still remaining in SH. This includes the ubiquitous Park Hotel in People's Park, operated by Jinjiang International. It is said that the Dahua hotel ranks amongst the top 10 historic best designed hotels of Shanghai and is where the famous architect first lived with his family upon arriving in town, known as Hubertus Court.

Priced at the mid-range of Shanghai's many fine hotels, the MetroPolo brand of hotels will provide a great many services and guest benefits that are not available at 600 CNY anywhere else in SH. Service Beyond your Expectations that are reflected in the cool and contemporary designs, and all offered at a value price. Today these historic buildings are landmarks and now we will see "where Old Is New Again". The MetroPolo and Classiq hotels will all feature 4 popular guest added value benefits; free Breakfast, Free Social Hour, a Free to guest gym and Free Wifi throughout. As for the room rate, we see this changing with location and the per room costs of each renovation but general in the 450 to 750 CNY with the higher end set for the Classiq hotels. These hotels will also provide a full range of food and beverage services through the lounge bar and restaurant outlets located on site. Another guest benefit enjoyed today will be to use the free gym with its modern work out equipment, to stay healthy while traveling on the road to better business. Parking will be made available based upon each location's ability to accommodate guest cars. MetroPolo Hotels will cater to the next generation of more savvy Chinese travelers who crave style and a social scene at a competitive value added price.

To grow the new chain quickly the 21 chain Smart Hotels was recently purchased by the Jinjiang Group. These hotels are scattered in 17 different first & second tier cities throughout China; Guangzhou, Shenyang, Wuhan, etc. and fit the MetroPolo urban chic concept rather well. Over the next 12 months they will be remodeled according to the new standard design package and resume life under the MetroPolo label.

About MetroPolo

For the most part, the MetroPolo brand will be owner operated and managed in order to iron out any early stage kinks before being offered up to the powerful Jinjiang Inn franchise community. Development costs will be kept low through practical design efficiencies; which is however, rather more difficult in these 6 historic buildings in Shanghai where we all know the costs tend to rise. All things considered we plan to open or convert 100 hotels over the next 3 years as MetroPolo urban chic hotels.