JA Resorts and Hotels announced its plans to debut in China at the Arabian Travel Market in Dubai.
Speaking at the event, Anthony Ross the group’s CEO said that the “In partnership with Novel International Group, a Shanghai investment fund, JA Resorts & Hotels will be forming JA Novel Hospitality China.”
The partnership will enable the hotel chain to acquire “buildings to be retrofitted, renovated or completed as hotels in two distinctions.” Ross added, “The first is upper upscale hotels which will be branded as JA Hotels and the second segment will be upper midscale lifestyle hotels — ‘Big Bed by JA’.”
In terms of the upper upscale hotels, the company is currently exploring three property options in two places and also has plans to add another five to six destinations in the future. The group also plans to roll out 30 units of the Big Bed Brand by 2024
Ross explained that the Big Bed brand will be targeting Chinese millennials. The properties will focus more on technology and “will do away with “reception desks” and will instead have an app that will provide access to all hotel services from door key, to ordering food. JA Resorts & Hotels are now in the final stages of brand design and expect to be ready by July.