Home Inns Announces Plans to Enter Mid-scale Hotel Market

Home Inns and Hotels Management Incorporated, one of the largest budget hotel brands in China, has announced that it schedules to enter into the mid-scale hotel segment in China with three to four new hotels in 2011 under a second brand, Yitel, or Heyi in Chinese.

 

Home Inns began its initiative to enter into the midscale market in 2008, and is setting a target of 50 hotels in the next four to five years.

 

This move represents a market expansion opportunity for the company to capture the growing interest and demand for finer accommodations in the country.

 

The company said it believes that the mid-scale market provides an attractive branding and expansion opportunity, resulted from a growing number of the budget-conscious domestic business and leisure travelers.

 

While Home Inns continues to expand its network under the existing brand, the Yitel brand of hotels will be another growth engine for the company with meaningfully differentiated product lines and a distinct target customer base.