Frankfurt opening is first fruit of Greenland-Meliá alliance

QubeThe opening of a new hotel in Frankfurt has marked a major milestone in the partnership between China’s Greenland Group and Meliá Hotels International.

The Qube Frankfurt is the first Greenland hotel in Europe, and sees the former TRYP-branded property adapted to meet the needs of demanding Chinese travellers and with the standards of a modern international hotel. It also shows how the two companies are continuing to make progress in a partnership which will see the growth of Meliá in China and the introduction of Greenland hotel brands in Europe.

Last December the two companies signed a strategic alliance to promote growth and brand awareness for Meliá in China through the management of hotels owned by Greenland, as well as promote the growth of Greenland hotel brands in Europe with the assistance of Meliá.

The agreement is fully in line with the strategy of both companies and saw its first results with the announcement of the two Greenland hotels which Meliá Hotels International will soon begin to operate in the Chinese cities of Jinan (October 2013) and Tianjin (first half of 2014), both with a location along the transport backbone linking Shanghai and Beijing. The alliance also provided for the Greenland Group to operate a Meliá hotel in the city of Frankfurt, a destination known for its strong financial and business sectors as well as frequent air links with the Chinese capital.

After four months of coordination and efforts, both companies have delivered on this commitment and presented the new hotel in Frankfurt, after rebranding a hotel previously operated under the TRYP brand.

Meeting needs

The Qube Frankfurt is a modern hotel providing 177 rooms in the centre of the financial capital of Germany and near the city’s International Exhibition Centre and with excellent access to airports and other transport systems. The adoption of the new brand integrates all of the standards demanded by contemporary international travellers, while also providing a modern response to the needs of the Asian markets which are increasingly important feeder markets for the world travel industry.

Among other services, the hotel provides customer service in Mandarin Chinese, Chinese menus and ‘breakfast corners’ special Chinese noodles and amenities available in the room, Chinese banquet and meeting arrangements, authentic Chinese culinary experience in the restaurant and other Chinese friencly features to make it more attractive for guests.

Zhang Yu Llang, chairman of Greenland, said: “We are very proud to present this first Qube hotel in Germany/Europe today. The remarkable social and economic development seen in China has made us the most important travel feeder market in the world, and at Greenland we aim to provide our travellers with access to our hotels in other destinations.”

Gabriel Escarrer Jaume, vice president and CEO of Meliá Hotels International, believes the introduction of the Greenland brand in Europe is a step forward and a great opportunity.

“This change is another step forward in our innovative alliance with Greenland, allowing our brands to grow quicker and achieve greater brand recognition in the Chinese market, while at the same time enriching our hotel portfolio in Germany with a brand which brings operating standards and services which are more appropriate for the growing number of Asian visitors,” he said.