The group is expanding its operations globally, with a focus on Indonesia as a key market. Credit: Sunmei Hotels Group / PR Newswire.

Sunmei Hotels Group has unveiled its international business division, Sunmei Group International (SGI), along with three overseas core brands, SHANKEE, PENRO, and LANOU.

This move signifies the group’s commitment to expanding its operations globally, with a strategic focus on Indonesia as a key market.

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SGI is concentrating on five Indonesian cities, including Bali and Jakarta, as highlighted by Sunmei Hotels Group senior vice-president Zhang Gang.

The division’s strategy includes tapping into mergers, acquisitions and brand co-creation, as well as traditional business models such as direct operations and franchising.

With a dedicated office and development team in Indonesia, SGI aims to use this foothold to further expand into the Southeast Asian market.

The SHANKEE and LANOU brands have already made headway, launching more than 20 projects across eight countries, including Indonesia, Thailand, and the Philippines.

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SGI’s approach is built on more than a decade of digital and intelligent operational experience, aiming at core competencies such as intelligent operations, intelligent site selection and development, modular renovation, and a smart marketing platform.

These competencies are designed to empower overseas hotels, with SGI’s Xinlimei direct booking platform contributing to a 57.63% guest rate.

The use of big data and AI aids in identifying prime locations, while modular renovation techniques reduce construction time, and intelligent operations improve service efficiency and quality.

Sunmei Hotels Group chairman and CEO Ma Yingyao said: “We are committed to steadily opening 100 hotels that earn twice the revenue of the Chinese market, rigorously managing 1,000 outstanding and high-quality hotels, covering 30 countries, and establishing an international image for Chinese brands.”

Sunmei Hotels Group is committed to providing smart spaces and intelligent experiences for guests through the deployment of room automation and smart robots.

Meanwhile, SGI’s continued focus on intelligent operational models and service concepts aims to offer convenient and personalised lodging to Indonesian customers.