Shimao Group has unveiled its concept hotel brand, MiniMax Hotel, following the initiation of its proprietary hotel branding program and debut of the first hotel under the proprietary brand, MiniMax.
MiniMax Hotel was conceived with a focus on the latest trends and targets the young adult segment. MiniMax, a midscale concept hotel, targets fashionable young travelers who seek an unconventional travel experience. The high-end concepted MiniMax Premier Hotel targets a customer segment seeking a high-quality hotel experience.
“One of our core values is innovation, and we focus on being forward thinking in our exploration for new ideas across the hospitality ecosystem. MiniMax Hotel has identified the precise demographic that it seeks to target, and focuses on experiential services that not only meet the expectations of that demographic but also serve to create new ones. The hotel is expected to form novel hotel consumption habits and models,” says Robin Shen, vice president of Shimao Group and GM of Shimao Hotels and Resorts.
The brand also boasts solar-assisted hot water systems, low-alkaline potable water systems, and fully smart rooms. MiniMax has been granted two stars according to China’s Ministry of Construction’s Green Building Evaluation Standard as well as the US LEED Silver certification, making it the first hotel in China to receive both certifications.
The first MiniMax Hotel, MiniMax Hotel Shanghai Songjiang, will open its doors in December 2014.
