How to build a classic reference of the Chinese hospitality as well as on international scale?

Strong support by Huazhu Group in resources network, Starway hotel has strong a presence in China with hundreds of hotels. Senior franchise and proprieties owners experience in management of their own hotels, but suffers from a lack of clear brand concept and consistency in its quality of product and its identity.Thus we need to build a consistent and Strong design language for the brand.

On the market, the mid-scale and mid-class is rising fast, mid-scale hotels began more and more powerful, fragmented, and also are getting more and more specialized or segmented, hence we need to provide innovation services and establish the emotion. On the consumer side, quality and comfort is an essential need. Going to hotel represents a statutory posture. A desire for Cultural Resonance is rising, therefore a local anchor will be the strength.
With the believe to merging international excellence and Chinese essence, we create the core energy of Starway: a power of fusion.