The group evaluates its partnerships based upon what types of hotels the owners want to operate and their past hotel experience. [Photo provided to China Daily]

Loewen says Planet Hollywood Hotels is a lifestyle hotel brand catering to both business and leisure travelers alike.

TRYP by Wyndham is positioned slightly lower than urban center hotels. There are about 90 around the world in cities, including New York and Berlin.

"Young Chinese like stylish hotels. We are going to create something very different," says Liu Chenjun, managing director of Wyndham Hotel Group.

"Planet Hollywood Hotels are unique and offer an entertainment lifestyle. As for TRYP by Wyndham, we are asking guests to tell us what they are expecting in a hotel. It will help us define brand positioning components such as room facilities."

According to Loewen, TRYP by Wyndham is targeting the emerging middle class who take frequent vacations. While the Ramada brand attracts mainly business travelers, Wyndham and Planet Hollywood Hotels would be aiming at both international and more affluent Chinese travelers.

"What we try to do is to have a brand for every guest. All these guests want different hotels, so we want to have a brand that satisfies individual needs. Our brands can satisfy that."

While the group will continue to bring more upscale brands to China, it does not mean they will shift focus.

"Proportionately, we will always focus on economy and mid-scale hotels in China. We certainly have brands for the upscale, but not for the grassroots," Loewen says.