(Yicai) Aug. 27 -- Jin Jiang International Hotels, the world’s second-largest hotel conglomerate by number of hotel properties, has struck a major deal with a Malaysian hospitality and lifestyle group, marking a concerted move into the growing Southeast Asian market.

Jin Jiang Hotels China signed a management license agreement today with RJJ Hotels, a subsidiary of Malaysian hotel management group Riyaz, the Shanghai-based firm announced. The deal authorizes RJJ Hotels to use five of Jin Jiang’s hotel management brands, and the two will work together on a planned 150 hotels over the next five years.

At today’s signing event, RJJ Hotels also inked 11 contracts and non-binding agreements with other SE Asian hoteliers and investors.

The first project expected to be ready is one in Luang Prabang, Laos under Jin Jiang's Metropolo brand, which is set to open early next year. Jin Jiang also plans to independently develop new projects in the region, aiming to manage more than 500 there within five years, including the deal with RJJ Hotels.

Chinese tourism to SE Asia has rebounded strongly since the pandemic, with countries like Malaysia, Thailand, and Indonesia attracting the most visitors, thanks to their proximity to China and favorable visa policies. International tourism to SE Asia is also back on track and domestic tourism is growing.

“Southeast Asia is a strategic growth market for Jin Jiang,” said Zhou Wei, Vice President of Jin Jiang International Hotels. “Our cooperation with the Riyaz Group will support our long-term layout in the local market, bringing global resources to the regional development and providing innovative hotel solutions.”

This is the first major, coordinated international expansion by Jin Jiang. A manager told Yicai that the move goes beyond simple brand export, with the company’s global procurement and travel service platforms working locally to ensure smooth project execution.

“This overseas expansion of Jin Jiang China has coordinated businesses such as brand, supply chain, travel services, and regional unified management,” Wei Changren, founder of tourism business website Ctcnn, told Yicai. It will “facilitate the overall expansion of various Jin Jiang-related products in the Southeast Asian market.”

Editors: Tang Shihua, Tom Litting