Group goes for big busi­ness bucks with fifth brand Wanda Mo­ments

China Daily - - HOSPITALITY - By CAO YINGY­ING caoy­ingy­[email protected]­nadaily.com.cn

Wanda Ho­tels and Re­sorts launched its mid-class brand for busi­ness trav­el­ers — Wanda Mo­ments — in Qing­dao, Shan­dong prov­ince last Fri­day, as part of wider ef­forts to ex­plore dif­fer­ent niche mar­kets by the mul­ti­level ho­tel group.

Un­til the an­nounce­ment Wanda Ho­tels and Re­sorts had a to­tal of four ho­tel brands: the ul­tra-lux­ury ho­tel brand Wanda Reign, lux­ury ho­tel brand Wanda Vista, premium ho­tel brand Wanda Realm and select-ser­vice ho­tel brand Wanda Jin.

The es­tab­lish­ment of Wanda Mo­ments is based on sig­nif­i­cant de­mand at the medium-end of the ho­tel mar­ket and the re­quire­ments of third and fourth-tier cities, ac­cord­ing to Wanda.

Wanda said the new brand fol­lowed in the wake of the four-star Wanda Jin, fives­tar Wanda Realm, su­per five-star Wanda Vista and top lux­ury ho­tel brand Wanda Reign, and was de­voted to pro­vid­ing unique and dif­fer­ent ex­pe­ri­ences for busi­ness trav­el­ers.

Ning Qifeng, ex­ec­u­tive pres­i­dent of Wanda Cul­tural Tourism Cre­ativ­ity and pres­i­dent of Wanda Ho­tels and Re­sorts, said that Wanda Mo­ments had some ob­vi­ous ad­van­tages, such as the es­tab­lished rep­u­ta­tion of the Wanda brand, which cov­ered the food, bev­er­age and en­ter­tain­ment sec­tors.

“Wanda it­self is one of the largest com­mer­cial prop­erty own­ers in China and has ex­pe­ri­ence of manag­ing 113 high­class ho­tels, which will serve the Wanda Mo­ments prop­erty own­ers — en­sur­ing the best cost-ef­fec­tive so­lu­tions and best re­turns on in­vest­ment,” Ning said.

In ad­di­tion, the Wanda Ho­tel De­sign In­sti­tute en­ables the group to con­tinue to upgrade its prod­ucts to make sure that they are closer to mar­ket needs, he added.

At the launch cer­e­mony, a to­tal of six part­ners signed agree­ments with Wanda group to build the first Wanda Mo­ments ho­tels in Nan­ning in the Guangxi Zhuang au­ton­o­mous re­gion, Tian­jin, Baiyin in north­west­ern Gansu prov­ince and in other cities.

Over the next five years, Wanda Mo­ments aims to ex­pand to 700 ho­tels na­tion­wide.

The com­pany said the es­tab­lish­ment of Wanda Mo­ments was also an im­por­tant step in Wanda’s as­set-light strate­gic trans­for­ma­tion.

Last year, Wanda group sold the fa­cil­i­ties of 73 ho­tels for 18.96 bil­lion yuan ($2.75 bil­lion), re­tain­ing man­age­ment of the ho­tels.

Since then, Wanda has fo­cused on ho­tel brand man­age­ment which it has made ef­forts to im­prove with its as­set-light model, while also work­ing on prod­uct de­sign and re­search and de­vel­op­ment, as well as main­tain­ing the loy­alty of fre­quent trav­el­ers.

“Our as­set-light trans­for­ma­tion not only refers to the out­put of the ho­tel man­age­ment and de­sign, but also the out­put of in­te­grated ho­tel man­age­ment ser­vices,” said Liu Yingwu, vice-pres­i­dent of Wanda Ho­tels and Re­sorts and head of the Wanda Ho­tel De­sign In­sti­tute.

“This is an in­no­va­tive ser­vice mode based on our in­vest­ments and con­struc­tion ex­pe­ri­ence of more than 100 ho­tels, which will help the ho­tel own­ers with a ma­ture and com­plete man­age­ment sys­tem,” Liu said.

Ac­cord­ing to Chen Mengchao, vice-pres­i­dent of Wanda Ho­tels and Re­sorts, Wanda Mo­ments will cre­ate a new life­style com­bin­ing art, cul­ture and in­tel­li­gence and take its four “S’s”— sweet, so­cial, style and smart — as core value con­cepts for cus­tomers.

Guests will en­joy artis­tic prod­ucts and fa­cil­i­ties, com­pre­hen­sive ser­vices and com­fort­able in­ter­ac­tive ex­pe­ri­ences at Wanda Mo­ments, Chen said.

Yang Yinglin, deputy gen­eral man­ager of mar­ket­ing and sales, said that the de­vel­op­ment of Wanda Ho­tels and Re­sorts could not be sep­a­rated from the sup­port of its cus­tomers.

To give back to loyal cus­tomers, the group said it re­leased an up­graded cus­tomer loy­alty plan for its Wanda Club last Fri­day.

Ac­cord­ing to Yang, points are now ex­tended from tra­di­tional ac­com­mo­da­tion to ban­quets, restau­rants and other Wanda ser­vice ar­eas.

In the past, bonus points could only be ex­changed for rooms or room up­grades, but now they can be used for cater­ing prod­ucts, air flight mileage and movie tick­ets to Wanda cin­e­mas na­tion­wide.

Es­tab­lished in 1996, Wanda Ho­tels and Re­sorts has fo­cused on ho­tel de­sign, con­struc­tion and man­age­ment, in­volv­ing dif­fer­ent brands. It is one of the groups in the world that has de­vel­oped en­tire chains in the ho­tel sec­tor.

By 2020, Wanda Ho­tels and Re­sorts plans to man­age more than 100 ho­tels in more than 80 cities in China.

Wanda ... has ex­pe­ri­ence of manag­ing 113 high-class ho­tels, which will serve the Wanda Mo­ments prop­erty own­ers — en­sur­ing the best cost-ef­fec­tive so­lu­tions and best re­turns on in­vest­ment.’’ Ning Qifeng, ex­ec­u­tive pres­i­dent of Wanda Cul­tural Tourism Cre­ativ­ity and pres­i­dent of Wanda Ho­tels and Re­sorts

PHO­TOS PRO­VIDED TO CHINA DAILY

Wanda Ho­tels and Re­sorts’ ex­ec­u­tives and rep­re­sen­ta­tives of their part­ners at­tend the launch cer­e­mony of Wanda Mo­ments brand in Qing­dao, Shan­dong prov­ince last Fri­day.

From left: Ning Qifeng, ex­ec­u­tive pres­i­dent of Wanda Cul­tural Tourism Cre­ativ­ity and pres­i­dent of Wanda Ho­tels and Re­sorts, de­liv­ers a key­note speech at the cer­e­mony. Wanda’s up­graded loy­alty pro­gram has at­tracted new busi­ness part­ners, in­clud­ing fi­nan­cial ser­vice provider Visa and on­line re­tail gi­ant JD. Wanda Mo­ments, a new brand launched by Wanda Ho­tels and Re­sorts tar­get­ing busi­ness trav­el­ers, aims to ex­pand to 700 ho­tels in China over the next five years, ac­cord­ing to the com­pany.

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