Jin Jiang International, China’s biggest upscale hotel group, has signed a new agreement intended to boost its brand presence in South Korea.
The Memorandum of Understanding (MoU) was penned with Seoul-based Hanwha Hotels & Resorts in Shanghai recently, and has the scope to include a range of joint initiatives.
According to Jin Jiang, the “top priority items” in the MoU include cooperation between the global sales and PR teams, the offering of special rates to each company’s clients, cross-promoting loyalty programmes, operational support, and training and exchange programmes.
“This cooperative partnership with Hanwha Hotels & Resorts is of great significance to us,” said Simon Zhang, Jin Jiang’s CEO. “I am confident that through our joint efforts and commitment, we will be able to build a prosperous future and develop a strong and mutually beneficial relationship between the two companies.
“The Korean market is an important one to us and this opportunity is a chance to broaden our brand awareness and expand our activities into this new and exciting market,” he added.
Tourism flows between China and South Korea are on the rise. Last year, Korea welcomed more than four million visitors from China, making it the country’s largest inbound tourist market. A similar number of Korean tourist arrivals visited China.
“Considering the Korea-China relationship as a strategic partnership, this cooperation… is a significant and valuable one,” Hanwha’s vice chairman, Won-Ki Hong. “Through the agreement, Hanwha Hotels & Resorts will closely cooperate with Jin Jiang International Hotels to grow together as the world’s best leisure service provider and will also take the opportunity to expand its presence into the Chinese market.”
The deal marks Jin Jiang’s latest move into the international arena; in 2011 the company signed an MoU with Spain’s Melia Hotels to boost its presence in Europe.