Shanghai-based Shimao Group has unveiled two new hotel brands, midscale MiniMax Hotel and MiniMax Premier Hotel, which it calls “high-end.”
The brands’ first property, MiniMax Hotel Shanghai Songjiang, is scheduled to open in December.
Both brands are targeting young adults seeking an “unconventional” travel experience, Shimao said. In conjunction with that, MiniMax will integrate the booking process end to end with social networking via an interactive platform. MiniMax also is focused on various green initiatives, and the first hotel has been granted two starts according to China’s Ministry of Construction’s Green Building Evaluation Standard as well as U.S. LEED Silver certification.