Hotel Online  Special Report


 Jin Jiang Hotels Completes Development
of its New Hotel Brand Identity
Aug 8, 2006  Mr. Michael Meade, the Senior Vice President Sales and Marketing for Jin Jiang Hotels, the largest Asian owned hotel group , has announced that Jin Jiang International Hotel Management Company (Jin Jiang Hotels) has completed the development of its new hotel brand identity and has commenced using the new logos. 

To unify the market image of its hotels, and distinguish the different hotels star grading, Jin Jiang Hotels consigned one of Asia’s leading professional brand agencies to develop the new identity over the past 12 months. The key element of the new logo is the double “J” mark which represents the first two letters of Jin Jiang and the roof line of a Chinese Imperial Palace. 

The key element of the Mark is the double 'J' which represent the first letters of Jin Jiang and the Roof of a Chinese Imperial Palace.

The Mark, the English letters 'JJ', relate to 'Jin Jiang' – a famous Chinese brand. It is also a part of our efforts to raise awareness of the Jin Jiang Hotels among overseas guests and is a statement of our ambition towards internationalization. It embodies our vision to serve the world.

The right hand, bottom corner of the Mark is the integrated graphic representation of the Roof of the Chinese Imperial Palace and 'J', offering rich symbolisms.

Five star

National Tourism Administration of China (N.T.A.C.) definition: 'International quality appointments, furnishings, and decor with an extensive range of first class guest services and facilities. All bedrooms are fully air conditioned with individual controls and come equipped with an ensuite bathroom'.

When you check into a Jin Jiang Five Star hotel, you'll notice the difference. No expense is spared to provide guests with the best of everything – from the size and standard of the rooms to the hotel's facilities for leisure, business and dining – all will exceed your expectations. This is really living!

Four star

N.T.A.C. definition: 'Excellent quality of accommodation, furnishings and facilities. Must provide either individual or ensuite facilities for each bedroom'.

Put simply, a Jin Jiang Four Star hotel has more. More spacious guestrooms, more entertainment, leisure and business facilities and dining options. In short, more of everything.

“It is a statement of our move towards internationalization and embodies our vision to be a globally recognized hotel company.” said Mr. Meade. The new logo also represents Chinese tradition where a Palace can provide accommodation for guests. 

Jin Jiang Hotels offers true Chinese Hospitality with international standards, treating every guest as a “Jia Bin”or “favoured guest”. The new logo is similar for all of the hotels, with differentiation between the various star levels being achieved through the use of colours and star symbols. It’s the first step of Jin Jiang Hotels’ branding strategy to design and promote the new logo identity. 

The target of the Jin Jiang Group is to set up a brand family comprising of five to seven multi-positioned sub-brands within three to five years. Mr. Meade said that to realize this target, Jin Jiang plans to set up key brand strategies including : 

  1. International expansion of Jin Jiang Hotels, through acquisition and cooperation with international hotel groups. 
  2. Enhancement and renovation of key hotels. 
  3. Promoting the brand through the portfolio of heritage properties, such as the Peace Hotel.. 
  4. Develop branding elements that reflect the Chinese culture, Jin Jiang features and international standards , building on a highly regarded domestic reputation. 
  5. Promoting Jin Jiang’s international reputation by association with the 2008 Beijing Olympics Games, and the 2010 World Expo in Shanghai. 
  6. In early 2007 launch a new Jin Jiang Hotels “Loyalty Programme” targeted to haves several hundred thousand members within five years. 
About Jin Jiang Hotels Jin Jiang Hotels is the largest hotel owner and operator in China, and is ranked 22nd amongst the top 300 major hotel companies in the world and is the largest Asian-owned hotel company. Jin Jiang Hotels is division of the Shanghai-based Jin Jiang International Group, a leader in tourism industry which also includes other operating divisions such as Travel, Transport, Logistics, and other enterprises. Including properties under development, Jin Jiang owns, manages or franchises more than 220 hotels and inns, with more than 46,000 rooms in China. 

Helen Wu 
Public Relations and Promotions Manager 
Address: 4/F,51 Guang Dong Road Shanghai, China 200002 
Tel: 86-21-6326 4000 ext.526 

Also See: Accor's Partnerships with Beijing Tourism Group and Jin Jiang International Management Corporation Fuels Hotel Management Contract Growth in China / Aug 2003
Accor and Jin Jiang Establish a Hotel Sales Network in China; The Jin Jiang Oriental Tower Hotel in Shanghai to be Reflagged Sofitel Jin Jiang Tower, Pudong / Jan 2002


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