Alliance Of Low-Star Individual Hotels Unveiled In China

Starway Hotels, a trans-regional alliance of domestic low-star grade, individual hotels, has been unveiled in China.

Meanwhile, Ctrip.com has reached a strategic cooperation agreement with the alliance. According to the statistics, there are currently 10,000 to 20,000 low-star grade hotels in China, 10% of which belong to branded hotel chains.

Liu Jiajun, executive general manager of Starway Hotel Management (Shanghai) Company Limited, said that because chain hotels have been growing rapidly in China in recent years, the occupancy rate in many of individual hotels at medium- and low-star levels went down. Starway Hotels plans to select individual hotels with prime locations, good basic facilities, and relatively high quality, and to assist them in improving brand awareness and building the service quality standard and achieve wide recognition through brand image.

At present, Starway Hotels has about 20 hotels located in Shanghai, Beijing, Hangzhou, Suzhou, Qingdao, Dalian, Chongqing, and Chengdu. The alliance will firstly focus on Beijing, Shanghai, and the Yangtze River Delta Area, and gradually expand to the thriving first- and second-tier cities around the country.

The Starway Hotel Management (Shanghai) Company Limited is a company focusing on hotel brand development and operation in which Ctrip.com International, Ltd. is an investor.