The expansion plan is being led by mid-scale hotels. In addition to this, BTG Homeinns is working closely with Hyatt Hotels to open their first UrCove hotel in 2020.
The hotel group expects revenue generation from its mid-scale and upscale hotel segments to go up further with aggressive development.
Accor's Chief Digital Officer, Maud Bailly, acknowledges that even if a non-Chinese organization can transform and gear up for today's digital economy, it isn't prudent to go alone to make it work in China.
The online travel company has judiciously capitalized on its association with Tencent, and believes it is primed for sustaining its growth in the future.
Foreign travel brands need to be deeply entrenched in this market, especially considering the fact that a Chinese consumer is using a complex, digitally inter-connected network.
Traditional travel companies must throw away the tag of being a "laggard", and rather adopt an agile mindset by incubating start-ups.
Zhiketong has raised nearly RMB 480 million in total since its incorporation in December 2014.
As of June 2019, the number of OTA users topped 150 million. Third- and fourth- tier cities became important growing markets.