Philippines, Malaysia, Laos, Indonesia, Vietnam Poised for Massive Tourism Surge with RJJ and Jin Jiang’s Game-Changing Hotel Expansion!

In a significant move poised to reshape the hospitality sector across Southeast Asia, RJJ Hotels Sdn. Bhd, a Malaysian-owned hospitality and lifestyle group, has reportedly secured licensing rights from Jin Jiang Hotels China Region, the world’s second-largest hotel group. This landmark partnership marks RJJ Hotels’ entry into an ambitious regional expansion, aiming to drive cross-border collaboration and elevate hotel standards throughout the ASEAN region.

This collaboration was officially announced on May 29, 2025, coinciding with the signing of their first Hotel Management Agreement (HMA) with Sanher Investment & Development Co. Ltd. for a Metropolo-branded property in Luang Prabang, Laos. Scheduled to open in early 2026, this marks the first footprint of RJJ Hotels under the Jin Jiang portfolio in Southeast Asia.

A New Era of Cross-Border Hospitality Collaboration

The alliance grants RJJ Hotels licensing rights to manage and develop five prominent Jin Jiang brands across key growth markets, including Malaysia, Indonesia, Vietnam, the Philippines, Cambodia, and Laos. Over the next five years, RJJ aims to sign approximately 200 hotel management agreements and operate more than 100 hotels, signaling a rapid and comprehensive regional presence.

The selected portfolio includes:

• Metropolo Jinjiang Hotels: Upscale 4- and 5-star city hotels blending classic luxury with local cultural elements.
• Ginco Hotel: Luxury 5-star resorts catering to high-end leisure travelers.
• Renjoy Hotel: Upscale 5-star resorts offering premium experiences.
• Lavande: Midscale business hotels for corporate travelers.
• Jinjiang Inn: Premium economy hotels designed for affordable comfort.

The Metropolo brand in Luang Prabang exemplifies the group’s strategy to position properties in cities with strong cultural heritage, emphasizing both luxurious comfort and authentic local experiences.

Why Luang Prabang Represents a Key Milestone

The new Metropolo hotel in Luang Prabang is positioned as a pivotal project that showcases confidence in Southeast Asia’s long-term tourism potential. The city, renowned for its historic charm and UNESCO World Heritage status, aligns perfectly with Metropolo’s vision of integrating local culture into guest experiences while maintaining a high standard of classic luxury.

Industry insiders suggest this opening will help catalyze further tourism growth in Laos, promoting it as a destination for upscale travelers seeking both cultural depth and modern comforts.

Malaysia: The Strategic Hub for Regional Expansion

Malaysia has been chosen as the operational headquarters for RJJ Hotels’ Southeast Asian growth, reflecting its status as a regional tourism and business hub. The country welcomed over 25 million international tourists in 2024 and is poised to host major events such as the ASEAN Summit, Visit Malaysia 2026, and the Southeast Asian Games within the next three years.

This vibrant tourism ecosystem positions Malaysia as an ideal launchpad for managing Jin Jiang’s brands across the region. RJJ Hotels is expected to leverage this advantage by combining regional market insight with Jin Jiang’s extensive brand portfolio and operational expertise.

Strengthening Regional Hospitality with Local Insight

RJJ Hotels brings to the table a rich blend of local knowledge, hospitality management expertise, and an international-standard design team that crafts innovative and engaging spaces beyond conventional hotel experiences. This fusion aims to deliver authentic, culturally rich, and contemporary accommodations that resonate deeply with travelers across diverse Southeast Asian markets.

Mohammed Amin Mohammed Sidek, Executive Director of RJJ Hotels, highlighted that the partnership reflects strong confidence in ASEAN’s hospitality sector and is designed to create synergies between local experience and global brand strength.

Expansion Plans and Geographic Focus

In addition to Laos, RJJ Hotels is already in discussions with property owners across major Southeast Asian destinations, including:

• Kuala Lumpur, Johor, Penang, Sabah, Sarawak (Malaysia)
• Jakarta, Bali (Indonesia)
• Vientiane, Luang Prabang (Laos)
• Ho Chi Minh City, Ha Long Bay, Hanoi (Vietnam)
• Manila (Philippines)

This widespread geographic footprint underscores the comprehensive scope of the collaboration, targeting both urban and leisure markets to build a diverse hospitality portfolio.

Upcoming Investor Conference: Catalyzing Regional Growth

To promote the partnership and attract stakeholders, RJJ Hotels has scheduled an investor conference on August 27, 2025, at the Malaysia International Trade and Exhibition Centre (MITEC). This high-profile event will gather over 400 investors from China and Southeast Asia, including developers, hotel owners, suppliers, and financiers.

The conference will also introduce the Jin Jiang Global Purchasing Platform (GPP) in Southeast Asia, managed by NOVAC Hospitality Sdn. Bhd. GPP is designed to streamline procurement for Furniture, Fixtures & Equipment (FF&E) and Operating Supplies & Equipment (OS&E), offering economies of scale, quality assurance, and faster project rollouts.

Impact on Southeast Asia’s Tourism and Hospitality Industry

This partnership is expected to have a transformative impact on the hospitality landscape in Southeast Asia by:

• Expanding access to internationally recognized hotel brands with strong regional adaptation.
• Accelerating the quality and scale of hotel infrastructure in key tourism and business hubs.
• Stimulating economic growth through job creation, tourism inflows, and supply chain development.
• Encouraging greater foreign investment and cross-border collaborations in hospitality.

Travelers across Southeast Asia and beyond will benefit from enhanced accommodation options that blend luxury, culture, and modern conveniences, elevating the overall regional tourism experience.

Conclusion

The licensing agreement between RJJ Hotels and Jin Jiang Hotels China Region represents a pivotal development for Southeast Asia’s hospitality market. With the first Metropolo property set to open in Laos and aggressive expansion plans across multiple countries, this partnership promises to elevate the region’s appeal to international and regional travelers alike.

As Malaysia anchors this growth with its strategic positioning and booming tourism, and as RJJ Hotels brings local expertise combined with Jin Jiang’s brand strength, Southeast Asia’s hospitality industry looks set for a robust and dynamic future—offering travelers unprecedented access to luxury, culture, and innovation across the region.

For investors, developers, and tourism professionals, this partnership offers exciting opportunities for collaboration and growth in one of the world’s fastest-growing travel markets.

Key Points:

• RJJ Hotels granted rights to manage five Jin Jiang hotel brands across Southeast Asia
• First Metropolo hotel in Luang Prabang, Laos, to open in early 2026
• Malaysia selected as regional operational headquarters
• Investor conference planned for August 2025 at MITEC, Kuala Lumpur
• Launch of Jin Jiang Global Purchasing Platform to support regional hotel development