Meliá Hotels e Chinese Greenland in JV per sviluppare la presenza in Europa e Cina

The Spanish hotel company Meliá Hotels International and the Greenland Group, one of the largest real estate group in China, have reached a strategic agreement today to join forces to pursue their growth internationally, inside and outside China, respectively.
For Greenland Group, an immediate impact of the agreement will be the launch of its urban hotel brand in Europe, through the adaptation and re-branding of a Meliá operated hotel in the city of Frankfurt (Germany), which was chosen by the signers because of its dynamism in the business travel segment.
In the short and medium term, Greenland Group will continue to grow its urban brand in Europe and China, and will cooperate with Meliá Hotels International in further development of hotels over the coming years.
In 2010, Meliá inaugurated its first hotel in Shanghai – the Gran Meliá Shanghai- and is currently finalising work on the construction of the spectacular Gran Meliá Xian and Meliá Chongqing. In the short term, this agreement will allow the company to open two new Meliá hotels in Jinan, scheduled for 2013, and Tianjin, two fast-growing cities located along the corridor between Shanghai and Beijing. In the medium term, the alliance foresees the evaluation of numerous hotel development projects for the most successful Meliá brands, such as Innside and Meliá in the city hotel business, and even Paradisus in the emerging resort hotel business in China.
The Greenland Group and Meliá hotels international partnership also entails cooperation in the areas of training, global hotel distribution systems and procurement, as such complementing each other in the development and implementation of best practice management systems and responding to a mutual need to grow the international customer base and to improve the awareness of the hotel brands operated by both groups in the complex Chinese and European markets.
Greenland’s expertise in Chinese culinary and Chinese culture would benefit Meliá to excel in providing services to the Chinese guests, currently the largest outbound market into Europe, as well as offering authentic Chinese dining experience to the local market.
Mr. Gabriel Escarrer, Vice Chairman and CEO of Meliá hotels International expressed “In the new world tourism paradigm, China will soon become the largest market on the planet for both in and outbound travel. The presence of the Meliá brands are therefore key to our success in the Asia Pacific region and for our business and resort hotels in the rest of the world. Given the unprecedented dimensions of this change in a business which is already complex and specialized, global hotel chains and the country’s powerful business groups must seek partnerships if we are not to miss the boat and hence continue to grow within a win-win scenario.’
The Greenland Group is one of the first Chinese hotel groups to open a hotel with its own brand in Europe and projects to become a reference for European and Chinese business and leisure travellers in both continents.
Meliá Hotels International was founded in 1956 in Palma de Mallorca (Spain) and is one of the world’s largest resort hotel chains, as well as Spain’s leading hotel chain. It currently provides more than 350 hotels and 87,000 rooms in 35 countries on 4 continents under its brands: Gran Meliá, Meliá, ME, Innside, Tryp by Wyndham, Sol and Paradisus. Its product and service portfolio is complemented by Club Meliá, the only vacation club operated by a Spanish company.
Founded in 1992, Greenland Group has become one of the largest state-owned enterprises in Shanghai and leading real estate enterprise in China. Adhere to the corporate tenet of “Greenland, Create Better Life” in the past 20 years, Greenland Group has formed a diversified business model include industrial and capital operations which is “Energy and Financial sectors to be developed simultaneously with Real Estate as Core Business”. Greenland Group ranks 483 in 2012 Global Fortune 500, rank 73 in Top 500 China Enterprises and 1st among comprehensive real estate enterprises in China. Greenland Group has development projects in more than 70 cities within 25 provinces in China as well as in Korea and Australia. A total of 17 high-rise landmark buildings are being developed by Greenland Group with 4 listed as Top 10 highest buildings in the world.
Fonte CS congiunto