Chinese hotel group Elong Hotel Technology has launched its brands in Kazakhstan and cut the ribbon on two hotels in the country, the company said on November 10.
The Elong Hotel Technology Kazakhstan launch, held in Almaty on November 4, starts the group’s Central Asia expansion. Chain penetration in the local hotel market is about 20%, and about 10% in the mid-range segment, according to the company. It cites the China-Kazakhstan Year of Cultural Exchange and visa-free travel as demand drivers.
Local government representatives, business leaders, partners and investors attended the launch. The group signed cooperation agreements to support what it calls a “five-in-one overseas ecosystem model”.
Its lead brands are Mehood Elegant Hotel, an upscale brand built on Eastern design with a “one hotel, one design” approach, and Elong Hotel, aimed at business travellers at moderate prices. The overseas portfolio also includes Mehood Lestie, Mehood Hotel, Ezzi Hotel and Elong Me.
The group pitches owners on cost. It cuts spending from the design stage through localised functions, modular designs, simplified processes and material substitution, and oversees each project from start to finish.
Its supply chain arm, Zhiyi Technology, operates in more than 50 countries with more than 1,000 suppliers. Owners can source directly from China, locally or through a mix of both.
The group also showed self check-in kiosks, service robots and an international property management system that connects directly to online travel agencies, with real-time order sync and tax compliance.
Almaty is adding air links to Asian leisure markets. Air Astana is due to launch Almaty-Langkawi flights in December.
Kazakhstan follows Elong launches in Thailand, Malaysia and Indonesia. The Elong brand family has signed more than 500 hotels and opened more than 250, with nearly 20 signed overseas across seven countries, the company said in September.
