200701012449 (770454-A) CORPORATE PROFILE B-16-8, Megan Avenue II, 12 Jalan Yap Kwan Seng P.O. Box 11369, 50744 Kuala Lumpur, Malaysia www.holidayvillahotels.com 1
Established in 1987, Holiday Villa Hotels & Resorts is a distinguished international hotel group with a registered trademark spanning Asia, Europe, the Middle East, and the United Kingdom. Guided by foundational pillars of talent development, technological innovation, and a strong commitment to Environmental, Social, and Governance (E.S.G.) principles, these core values have consistently enabled the group to exceed guest expectations and maintain excellence across its diverse portfolio. Founded by esteemed hoteliers Tan Sri Azman Shah Haron and Puan Sri Mavis Masri Azman, Holiday Villa’s journey began with the opening of its first resort in Cherating, Malaysia, on a scenic 2.3-acre beachfront property featuring 34 guestrooms and 20 family apartments. Over its 37year history, today, the group’s portfolio encompasses 26 hotels and resorts across five countries - Malaysia, Indonesia, Qatar, Saudi Arabia, and China - offering over 5,000 guest rooms and suites, from modern city hotels to beach resorts, pool villas, and serviced apartments. A significant milestone in Holiday Villa’s global journey came in 2022 with a Partnership with GreenTree Hospitality Group (GHG), a leading hospitality chain listed on the New York Stock Exchange. With over 6,000 hotels in 360 citiesworldwide, GHG presents new growth opportunities for Holiday Villa, particularly in the United States of America, the People’s Republic of China and East Asia. This alliance is more than a business collaboration; it embodies a shared vision to deliver distinctive, culturally enriched hospitality experiences. By leveraging combined expertise in hotel management, franchise operations, and ownership, the partnership aims to introduce the GreenTree brand into Southeast Asia, beginning with the GreenTree Hotel Johor Bahru, anticipated to open by 2026. This collaboration expands the group’s hospitality network and benefits business partners, owners, and communities while delivering unique, locally inspired guest experiences. 2 In 2023, Nina Karina, a City University London Law graduate with 13 years of experience within the group, was appointed Managing Director and C.E.O. Under her leadership, Holiday Villa is charting a course for continued growth and global success while preserving its enduring legacy. The brand remains dedicated to delivering a seamless blend of comfort, quality, and locally inspired experiences, further solidifying its hospitality.reputation for world-class hospitality. As part of its ongoing expansion, Holiday Villa Hotels & Resorts has continued to grow its portfolio with the launch of several new properties. In August 2024, we proudly opened the ecofriendly Holiday Villa Hotel & Suites Weihai in Shandong, China. This was followed by the debut of Holiday Villa Resorts & Suites Zilin Mountain, Guizhou in October 2024. Looking ahead to early 2025, we will welcome guests to Holiday Villa Spring Hotel Hengyang in Hunan. In Malaysia, the eagerly awaited Holiday Villa Hotel in Kuala Lumpur City Centre is set to open in early 2025, and the 206-room Holiday Villa Terengganu is slated for completion in the fourth quarter of 2025. Holiday Villa’s success is attributed to experienced leadership and a dedicated management team committed to growth and profitability while balancing the priorities of guests, owners, and partners to maintain comfort and quality. The group’s commitment to innovation is further demonstrated by incorporating advanced technology into the guest experience, such as 3D virtual tours on the website, providing potential guests with immersive previews of each property, as well as AIdriven messaging and chatbot services for seamless, real-time assistance.These initiatives reflect Holiday Villa’s dedication to enhancing service standards while supporting a forward looking vision in the evolving hospitality landscape.
Management Service Contracts • Holiday Villa Resort & Beachclub Langkawi, Kedah • Holiday Villa Beach Resort & Spa Cherating, Pahang • ViVilla by Holiday Villa Cherating, Pahang • Holiday Villa Hotel & Suites Kota Bharu, Kelantan • Wina Holiday Villa Kuta Bali, Indonesia • Holiday Villa Hotel & Residence City Centre Doha, Qatar • Majestic Ballroom Icono View, Doha, Qatar • D-Villa Residence Doha Qatar • CitiVilla Services Residence Doha, Qatar • ViVilla Resort Residence, Doha, Qatar • Holiday Villa Hotel & Residence Shanghai Jiading, P.R.C. • Holiday Villa Hotel & Suites Zilin Mountain Guizhou, Shandong, P.R.C. • Holiday Villa Hotel Terengganu, Kuala Terengganu (2025) • Holiday Villa Hotel & Residence Kuala Lumpur City Centre (2025) License Hotels: • Holiday Villa Johor Bahru City Centre, Johor • CitiVilla Hotel Penang, George Town, Penang • Holiday Villa Bakkah, Mecca, Saudi Arabia • Holiday Villa Hail, Saudi Arabia • Holiday Villa Hotel & Suites Weihai, Shandong, P.R.C. • Holiday Villa Spring Resort & Villas, Nanyue Hengyang, Hunan, P.R.C. (2025) • Holiday Villa Hotel & Resort Shennongbay Yanling, Hunan P.R.C • Shengyi Holiday Villa Hotel & Suites Sanya, Hainan P.R.C • Shengyi Baofa Holiday Villa Haikou P.R.C. • Shengyi Mingguang Holiday Villa, Haikou P.R.C • Holiday Villa Hotel & Residence Pengerang, Johor (2026) • GreenTree Hotel Johor Bahru (2026) THE COMPANY VALUES OUR VISION Working Together To be A Succcessful Global Hotel Group OUR VALUES To Our Customers We ensure quality services and products at competitive prices. OUR MISSION A Strong Commitment to Deliver Quality and Ethical Services to Our Customers and Partners at All Times OUR GOALS Holiday Villa International aims to manage all hotels and resorts under its management contracts profitably by maximizing Gross Operating Profit To Our Employees We foster a supportive work environment that nurtures our employees to reach their full potential while recognising their contributions. To Our Shareholders We strive for a fair return on investment by adhering to sound management ethics and principles. To Our Community We contribute to the economic, social, and environmental wellbeing of the communities we serve. OUR SUPPORT We are dedicated to providing the following support to owners and partners: • Immediate association with the Holiday Villa brand on an international scale • Visibility across all Holiday Villa International corporate materials and advertising • Dedicated presence on our corporate website • An online reservation system that provides instant room confirmation • Comprehensive promotion at major international trade events through our Holiday Villa Central Sales Office • Access to the services of our global sales network • Operational audits and financial reports for all managed properties 3
SOCIAL RESPONSIBILITY Commitment to Sustainability and Green Initiatives Holiday Villa is committed to sustainability by implementing green initiatives across our properties. These initiatives include energyefficient systems, waste reduction programs, skip-housekeeping, eco-friendly room amenities, and sourcing sustainable materials. We aim to minimise environmental impact while ensuring guests a comfortable, eco-conscious experience. The Environment We actively contribute to the wellbeing of our communities and the environment. As a responsible hotel group, we collaborate with stakeholders to implement practices that protect and sustain our natural surroundings. We recognise the significance of resource conservation, biodiversity, and pollution control and integrate these principles into our business decisions. Staff Members and the Community Holiday Villa fosters a fair and dignified workplace where employees can achieve personal and professional goals. We uphold fair labour practices, complying with all national and local regulations. Additionally, we contribute to our communities through charitable, cultural, educational, and civic projects. OUR BRAND Holiday Villa Hotel & Resorts Holiday Villa, our core brand, upholds international standards with exceptional service and accommodations for discerning 4- and 5-star guests in prime city locations and scenic beach resorts. Each property features comfortable guest rooms and suites with contemporary design and inroom conveniences for business and leisure travellers. Beyond accommodations, Holiday Villa properties offer diverse facilities, including restaurants with varied culinary options, leisure and sporting activities, a swimming pool, a wellness centre, spa services, and versatile event spaces ideal for corporate functions or social gatherings. Whether in vibrant city centres or tranquil beachfront locales, Holiday Villa ensures memorable stays with a harmonious blend of comfort, convenience, and distinctive hospitality. 4 ViVilla ViVilla is Holiday Villa Hotels & Resorts exclusive collection brand, offering a selection of boutique properties and private pool villas designed for discerning travellers seeking a personalised and intimate escape. Each ViVilla property combines refined luxury with authentic local charm, incorporating furnishings and decor that celebrate the cultural essence of each destination while providing modern amenities for ultimate comfort. This unique blend of elegance and cultural immersion ensures that every stay at ViVilla is both enriching and memorable, inviting guests to experience the warmth of local hospitality within a sophisticated, tranquil setting. CitiVilla CitiVilla is crafted for the modern traveller, offering a trendy and vibrant atmosphere that appeals to Millennials seeking affordable yet stylish accommodations. Designed to meet the needs of today’s digital-savvy guests, each room is equipped with highspeed internet, smart TVs, USB ports, and conveniently located power outlets. For health-conscious travellers, CitiVilla features a wellequipped fitness room, providing an energizing space to maintain wellness routines while on the go. CitiVilla combines contemporary style with practical amenities, delivering a seamless blend of comfort, connectivity, and value, perfectly suited for the new generation of travellers. D-Villa The D-Villa concept is designed specifically for guests seeking the comforts and flexibility of a serviced apartment for extended and long-term stays. Each unit features essential kitchen facilities, allowing guests to enjoy the convenience of preparing meals at their leisure. Complementing this, D-Villa offers Wi-Fi access, regular housekeeping services, and access to shared amenities such as a swimming pool and gym, ensuring a comfortable and well-rounded stay. With a focus on providing a homely atmosphere combined with practical conveniences, D-Villa creates an ideal environment for guests seeking both independence and the comforts of quality service.
A central element of our business strategy is management service contracts. Through these agreements, we offer our industry expertise to manage properties on behalf of owners, ensuring that each property aligns with the high standards synonymous with the Holiday Villa brand. This model allows us to create exceptional guest experiences and deliver profitability and sustainable growth for our partners. BUSINESS MODEL At Holiday Villa Hotels & Resorts, we operate through diverse business models in collaboration with our valued partners and associates. Our portfolio encompasses hotel ownership and management and extends to strategic alliances that enhance the global reach and influence of the Holiday Villa brand Licensing Agreement We extend our brand’s reach through thoughtfully designed licensing agreements, allowing independent hotel owners to operate under the Holiday Villa brand. Our partners receive comprehensive support to align with our brand guidelines, operational standards, and quality assurance practices. By offering licensing rights, our partners benefit from our established reputation, marketing expertise, and robust support systems, including training, promotional resources, and operational guidance. This licensing model allows us to expand the Holiday Villa brand into new and emerging markets while maintaining a consistent and high-quality guest experience across all locations. Joint Ventures Partnership Our joint venture initiatives are based on shared ownership and investment between two or more parties to co-manage specific properties or a group of properties. This model works particularly well when entering new markets or developing large-scale projects, as it enables all parties to pool resources, share risks, and capitalise on their combined expertise. Joint Ventures with Holiday Villa often integrate licensing components, ensuring brand consistency and a commitment to quality standards. This collaborative approach fosters synergy and mutual growth while expanding the reach of Holiday Villa Hotels & Resorts. Strategic Partnerships Strategic partnerships are essential to our growth strategy, centred on building affiliations, joint ventures, and collaborations that align with shared objectives. These partnerships extend beyond traditional hotel ownership and management, encompassing diverse alliances to enhance in-house services and activities. By cultivating these strategic partnerships, we aim to elevate guest experiences, unlock new revenue streams, and maintain a competitive edge in key markets. A Multifaceted Approach to Global Growth By adopting this comprehensive and adaptable business model, Holiday Villa Hotels & Resorts not only expands its global presence but also nurtures long-term, mutually beneficial relationships with partners who share our vision of delivering exceptional hospitality experiences. This approach allows us to continuously innovate, adapt to evolving market trends, and reinforce the Holiday Villa brand as a leading choice in the global hospitality industry. 5
TAN SRI AZMAN SHAH HARON CHAIRMAN Tan Sri Azman Shah Haron is the Chairman of Holiday Villa Hotels & Resorts Sdn Bhd and Holiday Villas Hotels and Resorts Limited which own and manage the Holiday Villa Hotels & Resorts brand globally. He was educated in Australia and Japan and received extensive training in general hotel management in the U.S.A. Before founding Holiday Villa Hotels & Resorts, Tan Sri Azman held senior positions in several major international hotels and served as Managing Director and shareholder of Central Holdings Management Services Berhad, the management company for Holiday Inn on The Park Kuala Lumpur, Holiday Inn City Centre Kuala Lumpur, and Holiday Inn Shah Alam. Under his leadership, these properties experienced substantial growth, earning recognition for their outstanding performance and establishing themselves as a reputable and sought-after destination. Throughout his distinguished career, Tan Sri Azman has received numerous accolades, including the Holiday Inn International Torchbearer’s Award (recognising the top 50 hotels globally), the Gold Award for Inter-Hotel Performance and Productivity, and the Tourism Gold Award from the Malaysian Ministry of Tourism for excellence in first class service. He has also held prominent leadership roles within Malaysia’s hospitality industry, serving as President of the Malaysian Association of Hotels for over a decade and as a member of the Malaysian Tourism Board. Regionally, he has made a significant impact as the past President of the ASEAN Tourism Association (ASEANTA) and the ASEAN Hotel and Restaurant Association (AHRA). In recognition of Tan Sri Dato’Azman’s invaluable contribution and excellent service record, he was conferred a state honorary award by two Malaysian state rulers and the King. Honorary Awards • Darjah Kebesaran Panglima Setia Mahkota (P.S.M) Award ‘Tan Sri’ by Yang Di Pertuan Agong XIV Tuanku Al-Haj Abdul Halim Muadzam • Darjah Dato’ Kebesaran Setia Sultan Sharuffudin Idris Shah, Sultan of Selangor Awards • Darjah Dato’ Paduka Tuanku Jaafar (DPTJ) Award by the late Yang Di Pertuan Negeri Sembilan • Darjah Kebesaran Setia Sultan Salahuddin Abdul Aziz Shah (SSA) • Pingat Jasa Kebaktian (PJK) Award by His Royal Highness, The Sultan of Selangor • Ahli Mahkota Selangor (A.M.S.) Award by His Royal Highness, The Sultan of Selangor Notable Organisation • Emiretus, President of the Malaysian Employers Federation (M.E.F.) • Board Member of Malaysia Productivity Corporation (M.P.C.) • Member of Ministry of Education Malaysia (M.O.E.), Department of Polytechnic & Community College Education • Chairman of the Confederation of Asia Pacific Employers (CAPE) • Honorary Treasurer of Rumah Bakti Dato’ Harun Idris (Orphanage) • Alternate Member of Asia Pacific Economic Corporation (APEC) / Business Advisory Council (ABAC) Malaysia • Past President of I.O.E. International Organisation of Employees at United Nations In Geneve. • Past Member of PEMUDAH (a special task force to facilitate business) • Past Member of the National Labour Advisory Council (NLAC) 6
MANAGING PARTNER Alex S. Xu is the founder, chairman, and C.E.O. of GreenTree Hospitality Group Ltd., a global hospitality leader known for its expansive reach and commitment to quality. Since founding the company in 2004, Mr. Xu has transformed GreenTree into one of the world’s largest hotel chains, with over 6,000 properties across 360 cities. Listed on the New York Stock Exchange, GreenTree is highly regarded for its strong presence in the mid tier to luxury segments, serving millions of customers annually with a focus on innovation, guest-centric service, and operational excellence. With more than 30 years of experience in hospitality, real estate, and corporate management, Mr. Xu is a successful entrepreneur and seasoned executive. After earning Master’s degrees in mathematics and computer engineering from the University of Southern California, he worked his way up to senior management at two publicly traded Holiday Villas Hotels and Resorts Limited companies from 1990 to 1997. He then founded American Pacific Homes, a prominent real estate development company on the West Coast of USA, in 1997. And then later transformed to the field of hospitality in the USA. The partnership between GreenTree Hospitality Group and Holiday Villas Hotels and Resorts reflects shared values of operational excellence, sustainable growth, and a commitment to delivering culturally enriched guest experiences. This collaboration enables both brands to leverage regional insights and resources, enhancing value for guests and stakeholders alike. Together, they are positioned to capitalise on emerging opportunities and reinforce their leadership in the global hospitality landscape, while facilitating GreenTree’s entry into ASEAN markets and Holiday Villa’s expansion into East Asia, the Americas, and beyond. NINA KARINA AZMAN MANAGING DIRECTOR & CEO legacy of Holiday Villa while steering the group toward new horizons. In 2023, Nina Karina, a law graduate from City University London, assumed the role of Managing Director and C.E.O. of Holiday Villa Hotels & Resorts. Growing up immersed in the hospitality industry, Nina was introduced to the intricacies of hotel operations and travel from a young age, giving her a unique perspective on the guest experience and the demands of global hospitality. With 13 years of operational and management experience within the group, she brings a forward-looking vision for growth and international expansion, building on the Embracing technology to enhance operations and guest experiences, Nina’s leadership reflects a commitment to innovation and adaptability in the hospitality landscape. Her passion for golf and active participation in various sporting activities mirror her dynamic approach to leadership, while her involvement in charitable organisations demonstrates a dedication to giving back to the community. Nina’s diverse expertise and forward-thinking approach position her to lead Holiday Villa Hotels & Resorts into the future, characterised by continue growth, excellence, and global recognition. 7
MANAGEMENT STRUCTURE Director - Finance and Administration The Director of Finance and Administration oversees the group’s financial planning, internal control systems, cash andbank management, audit, tax operations, and overall corporate financial management. Additionally, the Director plays a key role in budget planning and the development process for the group of hotels. Holiday Villa’s advanced reporting systems include integrated financial reports for all portfolio brands and business intelligence tools that support strategic decision-making to improve profit margins.These systems give management essential insights into cash flow forecasting, financial summaries, and tracking of capital expenditure. The Director ensures that financial and managerial accounting systems deliver accurate information promptly, enabling informed decisions and effective responses to changes in business volume. Director - Organisation Development This division is responsible for all areas of the group’s human resources development, management changes, processes, systems implementations, and training strategies. The Director is actively involved in establishing the competency framework for Holiday Villa’s group of hotels, guiding hotel management in implementing the framework to enhance recruitment, selection, lateral job mobility, promotion, and overall development. The Director advises on organisational restructuring and makes recommendations to senior management on the hotels’ structure, systems, processes, and policies. The Organisation Development Division plays a crucial role in developing programs that improve theproductivity and quality of human resources through job redesigns, skill recognition, job enlargement, and on-the-job training. The division also offers executives and staff members advice on talent development, ensuring that employees can reach their full potential for the benefit of the hotels. Director - Business Development The Business Development Division fosters a proactive, resultsdriven, and collaborative culture. Led by the Director of Business Development and supported by a team of skilled professionals across regional sales offices, hotel properties, and the corporate office, this division drives growth in alignment with the company’s strategic goals. The team includes Directors of Sales & Marketing, Sales Managers, and Sales Coordinators, all working together to enhance sales performance and brand visibility. The division is responsible for executing group-wide sales and marketing initiatives, representing Holiday Villa Hotels & Resorts at international and regional travel trade shows, and expanding market reach through strategic wholesale marketing. Domestically, the team builds partnerships with government bodies, multinational corporations, and relevant agencies to secure support for key events and promotions. Leveraging a data-driven approach, the division continuously refines its strategies to align with market trends and guest expectations, ensuring each property achieves its growth objectives while maintaining a strong focus on profitability and sustainable expansion. 8 Regional Manager – Operations & Development The Regional Manager of Operations & Development is vital in advancing operational excellence and strategic growth within the brand. This role involves evaluating property operations to uncover opportunities for continuous enhancement across service delivery, guest satisfaction, and operational efficiency. The General Manager works to elevate service standards and boost overall profitability by implementing targeted upgrades and improvements. In addition to operational oversight, the General Manager is instrumental in the brand’s expansion efforts, managing pre-opening activities for new properties. This includes collaborating with cross functional teams to ensure that each new property aligns with the brand’s standards and delivers a cohesive guest experience from the outset. The role also encompasses scouting and assessing potential sites for future development, where the General Manager identifies promising locations and evaluates market demand, contributing to the brand’s growth strategy. This position requires a blend of operational insight, service excellence, and strategic foresight, ensuring that the brand meets and exceeds guest expectations while strategically positioning itself for long-term success in the dynamic hospitality market. Group Manager - Corporate Affairs & Digital Strategy The Group Manager for Corporate Affairs and Digital Strategy leads a division that strengthens media communications, builds brand awareness, and drives growth through digital platforms. This division oversees digital and traditional media activities, including social media, website management, digital communications, and data-driven marketing. One of the primary tasks is managing digital platform engagement and analytics to evaluate each hotel’s performance, providing insights that guide improvement solutions, enhance guest engagement, and drive innovation. Emphasising advanced intelligent technology, the Group Manager leads initiatives to elevate guest experiences and optimise operational efficiency. The division also oversees the Villa Gold Card (V.G.C.) loyalty program, a fully digital platform offering exclusive rewards and benefits to foster brand loyalty and strengthen customer relationships. The division foster strong relationships with media outlets and manages collaborative marketing efforts with travel and tourism bureaus, international business chambers, expatriate and diplomatic communities, financial institutions, and event promoters to expand reach and increase revenue. These efforts position Holiday Villa as a leading brand across all channels, enhancing engagement and supporting strategic growth.
The Property & Facilities division, led by the Group Manager, oversees the maintenance and upkeep of all hotel assets —including buildings, MEP equipment, and infrastructure to ensure consistent quality and adherence to brand standards. One of the primary responsibilities is developing and continually updating a comprehensive operations manual, which integrates the “Villa Care” programme. This proactive initiative establishes standardised procedures for preventive maintenance, regular facility inspections, and cost-effective, longterm asset planning. The division supports all assets’ durability, reliability, and optimal functionality while minimising unexpected costs by providing each hotel’s engineering and maintenance teams with a structured framework aligned with best practices. Beyond ongoing maintenance, the Property & Facilities division also plays an essential role in new property development. It oversees pre-opening activities, ensuring each hotel meets operational readiness and complies with operation standards. Manager – Management Information System (M.I.S.) & Technology The M.I.S. Manager oversees the technology infrastructure and information systems vital to the hotel group’s operations and strategic objectives. This role ensures the seamless integration, management, and security of all digital systems, including the maintenance of guest data and the protection of website operations. Key responsibilities include managing software, handling day-to-day IT operations, and implementing timely upgrades to meet the group’s evolving business needs. The M.I.S. Manager is also accountable for establishing robust data security protocols to protect guest information, ensure compliance with industry standards, monitor IT-related risks, and promptly address any incidents to safeguard digital assets. Additionally, the M.I.S. Manager provides technical support across all properties, resolving IT issues and conducting staff training to boost digital proficiency. This role involves planning and executing server, network, and hardware maintenance to ensure reliable service delivery and optimal website performance, enhancing the overall guest experience. The division closely monitors construction projects and promptly addresses deviations to maintain consistency. This comprehensive approach to asset management reinforces the brand’s commitment to excellence, enhancing both the quality of guest experiences and the long-term value of each property in the portfolio. OUR RESERVATION NETWORK Holiday Villa operates a streamlined online reservation system designed for a seamless booking experience. The platform offers real-time availability, instant confirmations, and personalised booking options. Integrated across the group’s website, mobile apps, third-party booking platforms, and secure payment gateways with digital wallet options, it ensures convenience and efficiency for guests. By leveraging predictive analytics, it optimises revenue through insights from guest reviews, rankings, and demand forecasts while adhering to international data protection standards. To sustain growth and competitiveness, Holiday Villa supports and guides all properties’ sales and promotional efforts through a dynamic sales and marketing network. Guided by real-time market intelligence and data analytics, the team employs strategic market segmentation and yield management to tailor approaches to specific customer segments, enabling precise sales projections and informed decision-making. With international sales offices in Kuala Lumpur, Shanghai, Bali, and Doha, the network cultivates relationships with key partners to expand the brand’s reach and maximise revenue. Collaborative efforts with travel bodies and industry stakeholders further enhance Holiday Villa’s market presence, establishing a consistent presence across digital and traditional channels and driving brand growth while elevating guest experiences. INTERNATIONAL MARKETING & SALES OFFICE Kuala Lumpur B-16-8 Megan Avenue II, 12 Jalan Yap Kwan Seng, P.O. Box 11369, 50474 Kuala Lumpur, Malaysia. Kuala Lumpur: +60 (3) 2162 2922 centralresv@holidayvilla.com.my REGIONAL SALES OFFICE Bali: +62 (361) 373 7000 Doha: +974 4408 4888 Shanghai: +86-21-60132999 GreenTree Hospitality Group: +86-21-3617-4886 www.holidayvillahotels.com 9
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