Sunmei Hotels Group, a major player in the Chinese hospitality industry, has announced its expansion into Indonesia as part of its broader international growth strategy. The company made the announcement during the China Hotel Overseas Investment Conference held on November 26, 2024, in Qingdao, China. At the event, Sunmei introduced its international business division, Sunmei Group International (SGI), and unveiled three new hotel brands—SHANKEE, PENRO, and LANOU.
This move marks a significant step for Sunmei as it enters the growing Indonesian hospitality market. Indonesia, known for its rapidly expanding tourism sector, offers promising opportunities supported by favorable demographics, government policies, and an encouraging investment climate. Projections by the World Travel & Tourism Council suggest that foreign tourist spending in Indonesia will reach $19.1 billion in 2024, reflecting an annual growth rate of 12.3%. Additionally, research from Mordor Intelligence anticipates the value of Indonesia’s hotel real estate market to grow significantly over the next five years.
SGI plans to focus its efforts on major Indonesian cities, including Jakarta, Surabaya, Bandung, Bali, and Yogyakarta, where demand for budget and mid-range accommodations remains high. The company has already established an office in Indonesia to coordinate its activities in the Southeast Asian market. Projects are underway in Indonesia and other regional countries, reinforcing Sunmei’s international presence.
A notable aspect of Sunmei’s strategy is its emphasis on digital and smart technologies. Drawing from more than a decade of experience, the company integrates solutions such as artificial intelligence, big data, and modular renovation techniques to improve hotel operations. It has also incorporated robotics into its services to enhance efficiency and customer experience. Features like automated check-ins, smart room controls, and robot-assisted tasks aim to offer a more streamlined and modern stay for guests.
Sunmei’s broader international expansion goals include opening 100 hotels globally in the next decade and operating 1,000 properties across 30 countries by 2034. The company envisions increasing its international revenue significantly while building a global reputation.
In Indonesia, Sunmei’s integration of advanced technologies and its focus on efficiency are positioned to meet growing consumer expectations and contribute to the evolving standards of the local hospitality industry. This expansion highlights the increasing role of innovation in shaping the future of international hotel operations.
