The Sunmei Hotels Group formally announced the establishment of a new international business division on Tuesday, 26th November.

Launched at the China Hotel Overseas Investment Conference hosted by Sunmei Hotels Group at Mövenpick by Accor Qingdao Sunmei, the new Sunmei Group International (SGI) has three core overseas brands: SHANKEE, PENRO, and LANOU.

The establishment of SGI marks a new chapter in the Sunmei Hotels Group’s ongoing expansion efforts which, at present, targets Indonesia.

Into the southeast

Among those in attendance at the launch were Indonesia’s trade attaché to China Budi Hansyah; Evita Sanda, director of the Indonesia Investment Promotion Centre in Beijing; as well as a representative from Kazakhstan’s Chamber of International Commerce.

As stated, SGI is set to focus on Indonesia as a key market. 

At present, SGI already has a dedicated office and development team in Indonesia, aiming to use it as a hub to expand into the Southeast Asian market. 

Brands such as SHANKEE and LANOU have likewise signed and launched over twenty projects in eight countries, including Indonesia, Thailand, and the Philippines.

Focus on urban centres

According to Sunmei Hotels Group chair and CEO Ma Yingyao, the hospitality industry is the best fit for globalisation. 

Indonesia, as one of Southeast Asia’s most dynamic economies, offers strong tourism growth potential alongside population benefits, policy support, and an advantageous investment environment.

SGI chief executive Zhang Gang added that the company will centre on five major cities in Indonesia: Jakarta, Surabaya, Bandung, Bali, and Yogyakarta. 

That said, the company sees opportunities in mergers & acquisitions and brand co-creation for overseas operations, alongside traditional models like direct operations and franchising.