Rosewood Hotel Group has entered into a strategic partnership expand its hotel brands’ footholds in mainland China with Trip.com.

“The continuing trend of rising consumption power in China is fuelling high demand and the need for sophisticated structures to accommodate; this partnership is an exciting industry innovation to expand brands and generate greater value and enhanced satisfaction for customers.”

Rezen Hotels Group, a subsidiary of Trip.com, will carry out in-depth cooperation with New World Hotels & Resorts and Tongpai Hotels to grow the brands by leveraging both groups’ distribution networks, technology and customer databases for increased marketing strength and enhanced customer experience.

“This partnership, in which all parties will fully utilize their respective advantages and resources, is a testament to our confidence in China’s travel industry and its unlimited potential,” said Sonia Cheng, chief executive officer of Rosewood Hotel Group. “Our China-focused and in-depth alliance with Trip.com Group is a move aligned to our expansion strategy and will further our mission to grow by creating service-oriented hotel brands that deliver transformative travel experiences.”

“The collaboration between Trip.com Group, Rosewood Hotel Group and Tongpai Hotels is a pioneering approach within the hotel industry,” said Jane Sun, chief executive officer of Trip.com Group. “The continuing trend of rising consumption power in China is fuelling high demand and the need for sophisticated structures to accommodate; this partnership is an exciting industry innovation to expand brands and generate greater value and enhanced satisfaction for customers.”