On 10 June, a Memorandum of Understanding (MOU) signing ceremony between two leading hospitality groups, Jin Jiang International Hotels and Prince Hotels, Inc., was held at Jin Jiang’s flagship hotel, Jin Jiang Hotel in downtown Shanghai. The signing of the MOU on behalf of the respective organizations were Mr. Wang Rongfa, Senior Vice President at Jin Jiang International Hotels and Mr. Stanly D. Brown, Board of Directors and Executive Vice President at Prince Hotels Inc.
Jin Jiang International Hotels and Prince Hotels are leading hotel chains in their respective countries of China and Japan. The MOU will commit the two parties to collaborate closely together as business partners and to work towards achieving common strategic goals and objectives to ensure the successful performance of both companies. The MOU will provide frameworks for a marketing alliance to collaborate on joint promotions and undertake other business exchanges, as well as improve brand awareness and market share by leveraging each other’s reputation, expertise and marketing network in the key customer markets identified by both groups.
Over the last few years, Jin Jiang International Hotels have formed several alliances and established partnerships with a number of world’s leading hotel groups outside of China, including with Hanwha Hotels & Resorts, Melia Hotels and Resorts and Tobu Hotel Management Company.
“Forming alliances and establishing partnerships is an integral part of Jin Jiang International Hotels’ international strategy,” stated Mr. Simon Zhang, Chief Executive Officer at Jin Jiang International Hotels when commenting on the cooperation with Prince Hotels. “The mutual benefits derived from signing the MOU with Prince Hotels will allow Jin Jiang International Hotels to further expand its international marketing network and to provide customers with more options and conveniences, addressing the growing demand for casual and business travel in the Asian market.”
The number of Chinese travelers choosing Japan as a destination has been on the rise as a result of Japan relaxing visa requirements for individual Chinese tourists not traveling in a group and the depreciation of the yen. According to statistics from the Japan National Tourism Organization (JNTO), 2.41 million Chinese tourists traveled to Japan in 2014, the highest level recorded to date and an increase of nearly 80% over 2013’s numbers. Chinese accounted for 70% of the tourist visas Japan has granted to foreigners.
Meanwhile, China is also becoming a popular travel destination among Japanese. This is expected to create more business opportunities for both Jin Jiang International Hotels and Prince Hotels.
“We are very pleased that we have signed the marketing alliance agreement with Jin Jiang International Hotels. Jin Jiang International Hotels, have been in business for 90 years and built a legacy over the period as a leading hotel brand in China. Prince Hotels is representative of Japanese hospitality industry’s omotenashi spirit. By forming the alliance, both parties expect to significantly improve their brand awareness globally,” said Mr. Stanly D. Brown, Board of Directors and Executive Vice President at Prince Hotels Inc. at the signing ceremony.