Btg Hotels

What Btg Hotels does

BTG Hotels (首旅酒店集团, SSE: 600258) is one of China's three largest hotel groups and ranks among the world's top ten, operating more than 6,000 properties across 600+ Chinese cities. The group is the core hospitality business unit of Beijing Tourism Group (BTG), a Beijing municipal state-owned conglomerate, and was formed through the 2016 merger of Homeinns Hotel Group (founded 2002) and state-owned Beijing Shouzu Hotel Group. Its sub-brand portfolio spans the full price ladder — from luxury (Nuojin/Nuo Lan, Anlu, Jianguo) through upper-midscale (UrCove by Hyatt, Jianguo Bocui, Yiti Zhishang) to midscale and economy (Homeinns with 1,600+ stores, Motel with 500+ stores, Huayi) — including a December 2025 global debut of its luxury art-lifestyle brand Nuo Lan.

The company runs a hybrid owned/franchised/managed operating model with revenue generated from direct room revenue at owned properties plus franchise, management, and royalty fees across its network. Distribution is anchored by an in-house digital stack: the official 首旅如家 APP on iOS, Android, and HarmonyOS, WeChat mini-programs, the corporate website (bthhotels.com), and a dedicated enterprise booking portal for negotiated B2B rates. Two loyalty programs — 首享会 for premium brands and 如LIFE俱乐部 for economy/midscale — share a common Rainbow Beans (彩虹如愿豆) points currency, with deeper ecosystem integration via the Alipay/Ant Forest green-energy partnership covering 4,000+ hotels. Customer segments range from mass-market individual travelers (150M+ annual guests at the Homeinns brand alone) through business travelers on corporate contracts to luxury and family/leisure guests at resort properties.

International brand joint ventures are central to the upper-tier strategy: UrCove by Hyatt and the planned Hyatt Studios (50 long-stay properties) extend the franchise/management fee base; the Kempinski partnership provides luxury distribution; JiaHong with Spring Airlines targets transportation-hub locations. Newer ecosystem plays include co-branded amenities with Natural Science/Chando, a JD Travel integration for the Nuojin luxury platform, and a Centara memorandum for outbound Thai development. Group revenue recovered sharply from a 2022 trough to roughly USD 7.6–7.8 billion in 2023–2025, with net income of approximately USD 0.8 billion and EBITDA of USD 2.96–3.27 billion over the same period, indicating the franchise-heavy model has stabilized margins at scale.

Name

Btg Hotels

Legal name

Homeinns Co.,Ltd (和美酒店管理（上海）有限公司)

Website

https://bthhotels.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

BTG Hotels (SSE: 600258), the hospitality arm of state-owned Beijing Tourism Group, operates 6,000+ properties across 600+ Chinese cities under a full luxury-to-economy brand portfolio including Homeinns, Motel, Nuojin, Anlu, and Jianguo, serving 150M+ annual guests via franchise, management, and owned-hotel models.

Ownership category

akta.pro rank

Product category

Hotel Management & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211), Accommodation (721)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Urban & Downtown Full-Service Hotels (THAGAAAA), Tech-Forward / Smart Lifestyle Hotels (THAGADAK)

Keywords

• Hotel management
• Hospitality services
• Hotel franchising
• Multi-brand hotel portfolio
• Hotel loyalty programs

Headquarters

HQ city

Beijing Shi

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Franchise and Management Fees: BTG Hotels operates as a franchise and management company, generating revenue through franchise fees, management fees, and royalties from its network of owned and franchised hotels under brands including 如家酒店, 莫泰酒店, 如家精选酒店, and dozens of other sub-brands spanning luxury to economy tiers.
2. Hotel Operations (Owned Hotels): Direct operation of owned hotels across luxury, upper-midscale, and economy segments, generating room revenue, food and beverage, and ancillary services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

BTG Hotels operates a multi-brand hotel portfolio spanning luxury to economy segments across 600+ cities in China, including directly owned, managed, and franchised properties under brands such as Nuojin (诺金), Anlu (安麓), Jianguo Hotel (建国饭店), Jinglun Hotel (京伦饭店), Homeinn (如家), Motel (莫泰), and YUNIK. The company serves both individual travelers and corporate clients through a digital booking ecosystem (mobile apps, WeChat mini-programs, corporate enterprise portal), two loyalty programs (首享会 and 如LIFE俱乐部), and joint-venture brands with Hyatt (UrCove, Hyatt Studios) and Spring Airlines (Jiahong Hotel). Revenue is generated through room stays, food and beverage, franchise fees, management fees, royalties, and corporate negotiated-rate contracts.

Product overview

Btg Hotels (首旅酒店集团/首旅如家酒店集团) operates a comprehensive multi-brand hotel portfolio spanning luxury high-end properties (诺金, 安麓), high-end business hotels (建国饭店, 京伦饭店), mid-to-high-end brands (逸扉 by Hyatt joint venture, 建国铂萃, 和颐至尚), select service hotels (如家精选, 万信至格), economy brands (如家酒店 with 1,600+ stores, 莫泰), lifestyle/tech brands (YUNIK for Gen-Z), transportation hub hotels (嘉虹 joint venture with Spring Airlines), and vacation rentals (云上四季民宿, 漫趣乐园 parent-child resorts). The portfolio includes joint ventures with international chains (Hyatt's UrCove) and a new 2025 luxury art lifestyle brand (诺岚). The company serves as one of China's top three hotel groups with presence across 600+ cities.

Differentiator

Problem solved

Functional benefit

Brands

• 诺金 (Nuojin): Luxury hotel brand inspired by 5,000 years of Chinese history and culture, presenting modern Chinese lifestyle. Brand slogan: '始终如一的中华待客之道' (Consistent Chinese hospitality).
• 安麓 (Anlu)
• 建国饭店 (Jianguo Hotel)
• 京伦饭店 (Jinglun Hotel)
• 建国熹上 (Jianguo Xishang)
• 逸扉酒店 (UrCove)
• 建国铂萃酒店 (Jianguo Bocui)
• 和颐至尚酒店 (Yiti Zhishang)
• 璞隐酒店 (Puyin)
• 万信至格酒店 (Wanxin Zhige)
• 如家酒店 (Homeinn Hotel)
• 莫泰酒店 (Motel)
• 如家精选酒店 (Homeinn Select)
• 如家商旅酒店 (Homeinn Business Travel)
• YUNIK HOTEL
• 漫趣乐园 (Manqu Paradise)

Products and services

• Nuojin (诺金) Luxury hotel brand inspired by 5,000 years of Chinese history and culture, presenting modern Chinese lifestyle and traditional hospitality for high-end domestic and international travelers.
• Anlu (安麓) Luxury resort brand inspired by ancient Chinese culture, creating a distinctive and profound lifestyle experience centered on a philosophy of peaceful retreat for affluent leisure guests.
• Nuolan (诺岚) Beijing Wanli Hotel Global first store of BTG Hotels' new luxury art lifestyle brand, located in Beijing's Sub-center Cultural Tourism Zone adjacent to Universal Studios Beijing. Targets high-end art lifestyle travelers seeking immersive cultural experiences with 329 rooms and multiple dining venues.
• Jianguo Hotel (建国饭店) High-end business hotel brand offering a tranquil urban oasis for commercial travelers and quality-conscious guests in major Chinese cities.
• Jinglun Hotel (京伦饭店) Established in 1984, this high-end business hotel brand leverages its cultural heritage and advanced management expertise to serve quality-conscious business travelers.
• UrCove by Hyatt (逸扉) Mid-to-high-end select-service hotel brand jointly developed with Hyatt Hotels Group, designed for young Chinese business travelers seeking quality accommodation.
• Jianguo Bocui (建国铂萃) High-end Chinese refined lifestyle hotel brand inheriting the cultural heritage of Jianguo Hotel, focusing on refined middle-class elites with Chinese hospitality.
• Puyin (璞隐) Chinese Zen-inspired mid-to-high-end brand using natural materials to create spaces for mental and physical rejuvenation in crowded cities.
• Homeinn Select (如家精选) British modern design style select-service hotel offering professional, humanized, and socialized services for business meetings and quality accommodation.
• Homeinn Business Travel (如家商旅) Midscale business travel hotel designed for young business travelers, featuring dynamic color schemes and energetic lines reflecting positive life attitudes in business scenarios.
• Homeinn (如家) Core economy hotel brand providing comfortable, warm, and convenient accommodation, currently operating over 1,600 stores across 600+ cities in China serving over 150 million guests annually.
• Motel (莫泰) Fashion-forward economy brand with contemporary design, complete facilities, and comfortable amenities, operating 500+ hotels across 100+ cities for personalized accommodation needs.
• YUNIK HOTEL Cross-generational new model product targeting millennials and Gen Z, creating trendy accommodation spaces through multi-social design concepts for young people with attitude toward life.
• Jiahong Hotel (嘉虹) First domestic chain hotel brand focused on major transportation hubs, jointly invested by BTG Hotels and Spring Airlines Group, combining accommodation with travel, entertainment, and transportation services.
• Manqu Paradise (漫趣乐园) Parent-child themed hotel with fairy tale-style decorations, featuring cartoon-themed rooms, cartoon forest restaurant, intelligent children's play area, indoor playground, children's theater, and regular parent-child activities.

Quantifiable outcome

• Over 6,000 hotels across 600+ cities in China
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered major, minor and core.

• Natural Science/Chandō Group (自然堂集团)majorStrategic or Co-development Partner · 1 March 2026BTG Hotels and Natural Science/Chandō Group launched a strategic 'Accommodation + Beauty' partnership in March 2026, co-developing a customized shampoo and skincare product line for Home Inns hotels featuring Himalayan natural ingredients. The partnership includes co-branded amenities, e-commerce integration, ESG/sustainability initiatives, and potential offline space co-creation including Himalayan-themed rooms.
• Alipay & Ant Forest (支付宝及蚂蚁森林)majorGTM or Marketing Partner · 1 January 2026Starting January 2026, BTG Hotels (via Home Inns Group) partnered with Alipay and Ant Forest to launch green travel initiatives including 'Green Low-Carbon Stay' program across 4,000+ hotels, 'Clean Plate Action' dining sustainability campaigns, and 'BTG Hotels Public Welfare Forest' on Ant Forest platform. Members earn Ant Forest green energy and loyalty points for sustainable behaviors.
• Lhasa Potala Cultural Tourism Group (拉萨布达拉文旅集团)minorStrategic or Co-development Partner · 29 December 2025BTG Hotels and Lhasa Potala Cultural Tourism Group conducted deep business exchange in December 2025. BTG Hotels is supporting Beijing aid-to-Tibet work and exploring further strategic cooperation with Lhasa Potala to achieve resource synergy and complementary advantages.
• JD Travel (京东旅行)majorGTM or Marketing Partner · 9 December 2025诺金国际 (BTG's luxury brand management company) signed a strategic cooperation agreement with JD Travel in December 2025. All Nuojin International hotels will progressively join JD platform, with system integration enabling efficient and transparent operations. The partnership aims to create a benchmark for travel industry innovation.
• Centara Hotels & Resorts Thailand (泰国盛泰乐酒店集团)minorStrategic or Co-development Partner · 14 November 2025Nuojin International signed a brand development cooperation memorandum with Centara Hotels & Resorts Thailand in November 2025, marking a 'Chinese Service meets Thai Style' collaboration to jointly advance international development for both parties.
• Hyatt Hotels — Hyatt Studios (凯悦嘉迎)coreStrategic or Co-development Partner · 23 October 2025In October 2025, BTG Hotels (via Home Inns Group) and Hyatt Hotels Group signed a China master franchise agreement to jointly develop Hyatt Studios brand in China, with plans for 50 long-stay hotels in emerging cities. This expands Hyatt's presence in China's upper-midscale extended-stay segment.
• Kempinski HotelscoreStrategic or Co-development Partner · 16 April 2025Kempinski Hotels and BTG Hotels extended their strategic partnership in China's luxury hospitality sector in April 2025, building on over 30 years of collaboration. Kempinski, as the oldest European hospitality company with 150+ years of history, is executing a strategic plan to strengthen market leadership in China through this BTG partnership.
• Hyatt Hotels (via BTG Homeinns)coreStrategic or Co-development Partner · 5 January 2025Hyatt is developing the UrCove by Hyatt brand in China through partnership with BTG Homeinns, with 15 hotels in various stages of development. Additionally, BTG Hotels and Hyatt signed a master franchise agreement in October 2025 to bring Hyatt Studios (long-stay brand) to China, targeting 50 properties in emerging cities.
• Spring Airlines Group (年龄集团) — JiaHong HotelcoreStrategic or Co-development Partner嘉虹酒店 (JiaHong Hotel) is China's first hotel brand co-invested by BTG Hotels and Spring Airlines Group, focusing on major transportation hubs. The brand combines accommodation with travel, entertainment, and transportation services, leveraging Spring Airlines' aviation network and BTG's hotel operational expertise.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hyatt Hotels Corporation: JV partner on UrCove by Hyatt and Hyatt Studios (50 planned properties in China). Also a peer in upper-midscale and extended-stay segments globally; partner-competitor relationship is highly material.
• Jin Jiang International: China's largest hotel group operating Jin Jiang, 7 Days, Vienna, and other brands. Most directly comparable to BTG as a multi-tier domestic hotel operator competing for the same franchisees, locations, and corporate accounts in China.
• Kempinski Hotels: 30+ year JV partner in luxury hospitality in China and oldest European luxury hotel group (150+ years). Operates luxury hotels that directly compete with BTG's Nuojin and Anlu brands for the high-end Chinese traveler.
• Huazhu Group: China's #2 hotel group operating Hanting, JI Hotel, Joya, Crystal Orange, and Steigenberger. Direct peer in the asset-light franchise model with comparable domestic China footprint and tech-forward loyalty (H Rewards).

Broad incumbents

• Accor SA: Global hotel operator with multiple brands in China including Ibis (budget — directly comparable to Homeinn/Motel) and Sofitel/MGallery in luxury — competing for the same tier-of-market share.
• InterContinental Hotels Group: Global incumbent with a large China footprint under Holiday Inn and Crowne Plaza. Comparable in the business/midscale segment and competes directly with BTG's upper-midscale brands.
• Marriott International: Global largest hotel company and direct competitor for premium and business travelers in China; competes head-to-head with BTG's Jianguo and Nuojin brands in tier-1 cities while operating globally.
• Hilton Worldwide: Global incumbent operating Hilton, DoubleTree, Hampton by Hilton in China. Hampton is particularly comparable to Homeinn in the upper-midscale/economy-plus segment.
• Wyndham Hotels & Resorts: Global budget and midscale franchisor with brands like Days Inn, Ramada, and Super 8. Comparable business model (franchise-heavy) and competes for economy-tier franchisees in second- and third-tier Chinese cities.

Regional players

• Shangri-La Hotels and Resorts: Asian-headquartered luxury hotel group with strong China presence. Directly comparable to BTG's Nuojin and Anlu luxury brands as a regional luxury incumbent, particularly for premium Asian business travelers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Btg Hotels