H World, a major player in the hotel industry with around 9,300 hotels worldwide, is looking to expand its Chinese brand, Ji Hotels, outside of China starting with the Middle East. Ji Hotels, an economy brand with around 2,000 locations in China, will be focusing on entering the UAE and Saudi Arabia markets. The hotels will be tailored to suit the middle market segment and will have a mix of Chinese and Middle Eastern influences to cater to the local consumers.
Chinese tourism in Saudi Arabia has been on the rise since the country opened its doors to tourists in 2019. China has quickly become one of the top five source markets for Saudi Arabia, with more than 150,000 Chinese travelers visiting the country last year. The Saudi Tourism Authority aims to increase this number to half a million this year. In Dubai, Chinese tourism has also been growing steadily since the introduction of visas-on-arrival for Chinese nationals in 2016. By 2019, China became Dubai’s fifth-largest source market with 989,000 visitors.
Dubai has taken several measures to cater to Chinese travelers, including launching marketing campaigns on WeChat, creating training programs for workers, and forming partnerships with Chinese tour operators. H World is following suit by integrating WeChat into their hotels in global markets. The company plans to have at least 10 Ji Hotels in Saudi Arabia within the next three years and is actively seeking partners to develop multiple hotels in the UAE. The focus will be on scale, with plans for multiple hotels in cities like Riyadh and Jeddah.
The Ji Hotels in the Middle East will be more affordable than other hotels in the region, targeting a price of around $90 per night with around 150 rooms. The properties will be designed to cater to Chinese travelers who may not speak the local language. The hotels will not be beachfront properties but will be located in neighborhoods to attract a different segment of the market. With a mix of Chinese and Middle Eastern influences, the Ji Hotels aim to provide a unique experience for travelers in the Middle East.
As Chinese tourism continues to grow in the Middle East, Ji Hotels sees a significant opportunity to expand its brand presence in the region. With a focus on adapting to the preferences of Chinese travelers, as well as incorporating elements of the local culture, Ji Hotels aims to provide a comfortable and familiar experience for guests. The company’s plans for rapid expansion in the UAE and Saudi Arabia demonstrate its commitment to capturing a share of the growing tourism market in the Middle East. By offering affordable accommodation options and tailored services, Ji Hotels is set to make a mark in the region and establish itself as a key player in the hospitality industry.
