China: The Ascott Limited has entered into a joint venture with Jin Jiang Hotels to develop its aparthotel brands Quest and TULIP LODJ in China.
Jin Jiang operates approximately 13,250 hotels with more than 1.34 million rooms.
The joint venture with Ascott China will leverage Jin Jiang Hotels’ franchise infrastructure to launch and support the expansion of Quest in the region.
Simultaneously, Ascott will help to broaden the TULIP LODJ footprint which debuted in Wuhan November 2023. Two operating properties in Wuhan and one pipeline property in Shenzhen franchised under TULIP LODJ already form part of the JV.
All JV properties will join the distribution networks and loyalty programmes of both Ascott and Jin Jiang Hotels.
Kevin Goh, CEO for Ascott and CLI Lodging, said: “The collaboration will accelerate our asset-light expansion in China by leveraging Jin Jiang’s franchise-ready infrastructure, complementing our successful management strategy in the market where we currently operate more than 220 properties in over 40 cities. With 90 per cent of Ascott’s global portfolio already operating under management and franchise agreements, we remain focused on advancing our asset-light strategy for further growth.
“Quest is the leading apartment hotel brand in Australasia, and we see tremendous potential in extending its success to China as the country’s hotel franchising industry continues to mature. Our plans to establish Quest’s brand presence in China align with our overall growth strategy and reinforce our commitment to maximising the value of Ascott’s acquisition of this esteemed brand,” he added.
Lee Ngor Houai, COO – EMEA, South Asia and China for Ascott, said: “Bleisure travel is thriving in China as professionals seek the ideal blend of work and leisure, creating a vibrant demand for apartment hotels. Quest is poised to meet this need with its signature spacious and convenient accommodations designed for business travellers and families alike.
“Leveraging our complementary strengths with Jin Jiang Hotels, we are confident that the joint venture will serve as an excellent platform for local owners to access one of Ascott’s iconic brands and bring it to their respective locations. We will work closely with Jin Jiang Hotels to develop supportive frameworks and effective commercial strategies to power the success of Quest and TULIP LODJ owners in China,” Houai said.
Wang Wei, CEO of Jin Jiang Hotels (China Region), said: “We are pleased to collaborate with Ascott to create more flagship apartment hotel properties in China that combine the best qualities of hotels and serviced apartments. By bringing TULIP LODJ into the joint venture, we aim to propel the development of this unique social living concept that blends the rich cultures of China and France.
“As franchising becomes an increasingly important business model in China’s hospitality industry, the joint venture is well-positioned to leverage the established franchise capabilities of both Ascott and Jin Jiang Hotels to fuel new growth. Harnessing our respective strengths through this partnership, we look forward to helping both TULIP LODJ and Quest achieve significant growth in property numbers and brand influence in China, and providing guests with diverse, high-quality stay experiences,” she said.
