GHN Advisory Board Member

Alex Xu

CEO, GreenTree Hospitality Group

2019 Priorities and Growth Aspirations 2019

GreenTree Hospitality Group Ltd. (“GreenTree” or the “Company”) is the leading franchised-and managed hotel operator in China. In 2017, GreenTree was the fourth largest economy to mid-scale hotel group in China in terms of number of hotel and hotel rooms according to China Hospitality Association.

The GreenTree group has 17 major hotel brands serving economy to luxury segments of the hotel market. As of December 31, 2018, GreenTree’s hotel network comprised close to 3,000 hotels in operation in China, covering 290+ cities. GreenTree sells a predominant proportion of its room nights through its direct sales channels comprising its website and mobile apps. GreenTree’s direct sales channels, combined with a loyal customer base (over 29 million strong), have contributed to its franchisee’s financial success year after year.

GreenTree has established a highly effective and scalable franchise management system that enables it to create more value to its franchisees with least fee burden to franchisees thereby to be able to grow its franchise rapidly. This platform specifically help franchisees to integrate into the GreenTree hotel network smoothly and quickly to take advantage of GreenTree resources, thereby to consistently deliver quality services to its guests, but also. With an investment in one of the largest hotel chains from Australia, Argyle Hotel Group, Argyle plans to grow its luxury brand products not only in China but also in Southeast Asia under the brand name or Argyle and Ausotel.

Current Priorities

Our priority is to continue the rapid franchise development in China and south east Asia. The Group plans to open approximately 600 new hotels organically. In addition, we plan to offer joint venture opportunities to quality hotel operators so that they can benefit from our scale, technology, capital and most importantly the customer base from China. Every joint venture that we have formed to date has proved to be a success. Our team does not take this success for granted and works diligently on a daily basis to meet or exceed expectations of our partners. We will welcome quality hotel professionals or operators to grow with us.

GreenTree growth drivers:

1) Our rapid growing membership program (29 million members at 2018) is key driver for our superior hotel performance.

2) Our cloud and mobile based proprietary GLeader technology system offers comprehensive application support to hotel operations including instant reservation service, all sales channels integration and management, in-hotel customer service and support, frontdeskless operation support, automated management systems for hotel staff. This proprietary system is crucial for hotel productivity by simultaneously increasing service quality while reducing unnecessary cost and expenditures for hotel franchisees.

3) Our leading GT Academy and talent development and retention programs offers best talents supports for our hotels.

4) Our mission to help our franchisee to become responsible and successful entrepreneurs, our people to become successful professionals has permeated in our culture. In addition, our people strive to be the best citizens for our community.

For Further Information, please visit, or USA Mr. Kevin Brooks, China Ms. Selina Yang, CFO, Or Alex Xu at