Hotel Asset Restructuring and Rebranding for Fujian Tourism Group Hotels

Project Scope

Our team executed a comprehensive hotel asset restructuring and rebranding project for Fujian Tourism Group Hotels, aiming to enhance the portfolio’s market positioning, operational efficiency, and long-term profitability. This initiative focused on revitalizing the brand identity and optimizing asset performance to meet evolving market demands.

The project commenced with a detailed audit of the Group’s hotel portfolio, including asset performance, market positioning, and operational challenges. By assessing key metrics such as occupancy rates, ADR, and market share, we identified underperforming properties and opportunities for improvement. Concurrently, we conducted a brand perception study to understand current guest experiences and align them with future brand aspirations.

Based on our findings, we developed a strategic restructuring plan that included rebranding select properties to align with market needs, repositioning others to cater to new customer segments, and divesting non-core assets. For the rebranded hotels, we designed tailored brand identities reflecting local culture and modern guest expectations, ensuring differentiation in a competitive market.

To support the rebranding, we recommended upgrades in property design, guest service standards, and digital marketing strategies. We also introduced revenue management practices and technology-driven solutions to improve operational efficiency.

Our approach enabled Fujian Tourism Group to reposition its portfolio effectively, capturing broader market appeal and achieving greater operational sustainability. The restructuring and rebranding efforts established a strong foundation for future growth, reinforcing the Group’s status as a leader in regional hospitality.

Vendndodhja e projektit

Xiamen, Fujian Province, China