As part of a strategic initiative, the Radisson Blu Hotel, Frankfurt in Germany has become the first property to be co-branded by Radisson Hotel Group and Jin Jiang International, which, together with Sino-Cee Fund, last year acquired the hotel chain.
Federico J. González Tejera, president/CEO of Radisson Hospitality AB and chairman of the Group’s global steering committee, said the move was “an important milestone” in advancing the company’s goals.
“We are keen on offering the leading hotel brands from Radisson Hotel Group to guests, owners and talent around the world…The co-branded hotels have a bright future, with the potential to extend to more than 30 properties across EMEA, including five Radisson Collection hotels in key destinations for Chinese travelers.”
Jin Jiang International Vice Chairman Chen Liming, noted, “Co-branded hotels are positioned to not only improve awareness of our Chinese and Radisson brands in EMEA and China, respectively, but also promote people-to-people exchanges between China and the rest of the world. We very much look forward to making the most of the available potential together.”
Frankfurt was selected for the initial co-branded hotel as the city has been the number-one destination within Germany for Chinese tourists.
A Roster of Amenities, Services
At the Radisson Blu, Chinese-speaking guests and travelers enjoy a special welcome ceremony upon check-in and will find a range of features, from collateral such as menus and welcome cards available in Chinese to guests having the ability to pay for anything with Chinese Union pay cards. In the guestrooms, kettles and a choice of Chinese teas will be provided along with Chinese television channels or Chinese newspapers, available via the Radisson Blu One Touch app.
The hotel also has a range of new F&B options created for Chinese-speaking travelers, such as congee, noodles and wontons, as part of the daily breakfast service. Chinese meals are offered in the hotel’s restaurant, Welcome Corner and on its room-service menus and include Shanghai noodles, Hainanese chicken rice and Singapore Laksa.
In prepping for the co-branded hotel opening, a talent exchange program was rolled out earlier this year. A team of employees—chefs, reservation managers and others—from Radisson Hotel Group’s properties and corporate offices spent three months in Shanghai with the aim of providing a “true” Chinese experience in European hotels. In return, a Chinese team is spending time in Europe to gain understanding of European hospitality.
To facilitate the booking process for Chinese-speaking travelers, 53 Radisson Hotel Group properties will be featured on the WeHotel Platform, Jin Jiang International’s global hotel-booking platform, effective June 30; remaining properties will be available by year’s end, according to the company.
Radisson Rewards and WeHotel Prime, Jin Jiang’s high-end hotels loyalty program, will provide localized, in-hotel benefits to members of both programs.