Langham Hotels deals into China
HONG KONG – With three new properties under its two brands due to open in the next 12 months, Langham Hotels International (LHI) has unveiled extensive plans for development in China.
The luxury hotel operator expects to sign up or have operational 20 branded properties in China by 2012, representing about half the group’s entire global portfolio.
Brett Butcher, senior vice president – sales & marketing said, “We have two great brands – The Langham and Langham Place – that will power our growth in China.
“With our quintessentially European brand heritage and our roots as a Hong Kong stock exchange listed company, we are a powerful proposition for developers and partners in China,†he added.
The group intends to power its growth through three models of development – build and own, acquisition and management contracts.
The Langham is targeting locations in the top tier cities.
Sister brand, Langham Place, will be destined for both primary and secondary cities with, the company says, “its hipper, stimulating and wired outlook that can also quite comfortably sit at convention centres and airports, and perhaps other not-so-orthodox locations in these citiesâ€.
Currently, four LHI hotels are under construction with three due to open in the next 12 months.
Butcher said, “China satisfies both our long term and short term growth strategies. It is the biggest, fastest growing market in the world and it shows no signs of abating and we want to be part of that growth.
“We will be operating as many hotels in China as we do in the rest of the world within five years. Conversely, by 2020, when China’s travellers become the largest outbound market – we want them to know and understand The Langham brand.â€
The new five-star Langham Place hotel is strategically located adjacent to the new Terminal 3 of Beijing’s only international airport.
By the end of 2008, LHI will open Langham Place Beijing following a management contract signed with Union Land Property Development Co. Ltd. The hotel forms apart of the Chao Yang Plaza, a large-scale signature project,
Langham Place Changchun is set to open in the city’s downtown in 2009, following a management contract signed with Changchun Jinzuo Real Estate Development Co. Ltd.
It is located in the commercial district of Changchun, a city of seven million people and the capital city of Jilin Province in North East China.
Following a new management contract agreement with Shanghai Hengshan (Group) Corp., Langham Hotels International will launch its first boutique hotel – The Langham, Yangtze Boutique, Shanghai in late 2008.
The 1930s art deco masterpiece of renowned architect Li Pan was once named “The Third Largest Hotel in the Far East”.
The hotel is currently undergoing a multi-million dollar renovation and will re-open as Shanghai’s only five-star art deco boutique hotel.
Ian Jarrett
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