Orange Crystal plans to open to 400 hotels within three years

Beijing Business News (reporter Guan Zichen Wu Qiyun) once focused on personalized orange crystal hotel has now ushered in a new change. On July 8, Orange Crystal, a mid-to-high-end hotel brand under Huazhu Group, announced an upgrade to 2.0, and the first store of the new flagship store was officially landed in Shanghai. For the development of the brand, Cao Juan, CEO of the Orange Family Business Department of Huazhu Group, said that in the next 1-3 years, the new products of Orange Crystal will be the development focus of Huazhu Group in the field of high-end hotels. In the future, Orange Crystal will land in the core property location of first- and second-tier developed cities, and strive to reach the scale of 400 stores in about 3 years.

It is reported that the "new crystal" has added a whiskey lounge, a city living room, a professional gym and a laundry room, etc., and at the same time, it has also added standardized intelligent services such as "30 seconds to check in and 0 seconds to check out" and robot delivery.

Cao Juan said that since the soft opening of the Shanghai Changfeng Business District store, it has received a lot of praise, and less than a month after opening the store, it has achieved almost every day full of rooms, and RevPAR has reached more than 600 yuan.

The Beijing Business Daily reporter also learned that the orange crystal 2.0 is positioned in the new generation of business customers and can accept 600-800 accommodation standards. At the same time, Orange Crystal 2.0 also formulated a "three-step" development strategy, the first stage, Orange Crystal completed the brand positioning transformation from leisure hotels to business hotels; in the second stage, in the next 1-3 years, Orange Crystal new products are the development focus of Huazhu Group in the field of high-end hotels. In the future, Orange Crystal will land in the core property location of first- and second-tier developed cities, and strive to reach the scale of 400 stores in about 3 years. The third stage is to build an orange crystal flagship store and boutique.

In addition, Huazhu also said that in August, the North Bund will release a new light-colored orange crystal 2.0, which also includes a whiskey lobby, but there will be some differences in design elements, and the rooms are now fully standardized. Next year, another version of the crystal will be released in the Pudong area, possibly a combination of the previous two versions.

It is understood that in February 2017, Huazhu had acquired 100% of the equity of Orange Hotel Group for 3.65 billion yuan. Before the acquisition, the Orange Crystal Hotel swept the industry because of its design sense, and now after the upgrade, it also means that the Orange Crystal positioning customer base will change from a personalized leisure source to a young business traveler source.