Shanghai Jin Jiang International Hotels (Group) Co Ltd announced over the weekend that it will launch the new J luxury brand as it seeks to further tap Chinese mainland's high-end hospitality market.
The company expects to open 10 to 12 J hotels in major gateway cities across the country under its medium- to long-term plan.
"By launching the J hotel brand, probably the first Chinese luxury hotel brand, Jin Jiang will be able to have a more diversified portfolio covering from luxury to economy markets," said Yu Minliang, chairman of Jin Jiang Hotels.
The first J Hotel, to be managed by Interstate China, is due to open in Shanghai's Pudong New Area in late 2014 or early 2015, the company said.
Interstate China is a joint venture set up between Jin Jiang Hotels and United States-based Interstate Hotels and Resorts.
