This joint venture is one of the largest international luxury brand operators in China
Kempinski Hotels, a luxury hotel management company in partnership with BTG Hotels Group, a leading hotel group in China have announced building on over three decades of collaboration in the Chinese luxury industry.
In a press statement, Kempinski Hotels says that the partnership’s cornerstone is a multi-year investment plan focussed on four key pillars designed to capitalise on the strengths of both companies and meet the evolving needs of the Chinese market.
The statement adds that first, Kempinski will expand its Chinese Heritage Portfolio, offering sophisticated Chinese travel;ers authentic experiences while showcasing China’s rich cultural tapestry to international visitors. Second, the partnership will launch a new lifestyle hospitality brand, aiming to establish 200 hotels across China within the next five years.
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Additionally, the third pillar involves continued support for the Bristoria brand portfolio and strengthening collaboration to expand the NUO brand globally, positioning it as a benchmark in luxury cultural hospitality. Lastly, the partnership will focus on reinforcing cooperation in membership system integration, enhancing customer loyalty and service offerings.
“BTG and Kempinski have achieved tremendous success during the past two decades. China’s role on the travel and tourism stage has undergone a major shift in the last quarter century, and Kempinski has been a part of that journey since day one,” says Yun Li, Chairperson, BTG Hotels Group.
“We look forward to further strengthening the long-term strategy in the region, leveraging the hospitality expertise of Kempinski, and together, continuing to be a driving force in the development of China’s hospitality landscape,” says Li.
Barbara Muckermann,
“Kempinski and BTG enjoy a strong partnership and rich history together, as pioneers in luxury hospitality in China. We are very fortunate to have BTG Hotels, the third largest hotel group in the country, as our partner. Our collaboration offers us a unique advantage to continue aggressively expanding in the region. I look forward to the next phase of the collaboration to reinforce our position into the future,” says Barbara Muckermann, Chief Executive Officer, Kempinski Group.
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According to the press statement, Kempinski originally expanded into China in 1992 with the country’s first-ever five-star luxury hotel, Kempinski Hotel Beijing Yansha Center, formerly known as Kempinski Hotel Beijing Lufthansa Center.
The statement adds that today, the joint venture is one of the largest international luxury brand operators in China, operating 22 hotels.
“We are thrilled to cement our partnership with Kempinski,” says Rick Huo, Chairman of Key Co. and NUO International Hotels Management.
“This is a significant step in expanding our portfolio and strengthening our brand offering in China and beyond. This renewed collaboration not only demonstrates the shared commitment of both Kempinski and BTG Hotels, but also paves the way for increased market share, ensuring that our joint venture continues to set new benchmarks in the industry,” Huo adds.
The statement adds that as part of this renewed partnership, Kempinski and BTG Hotels will launch a new brand specifically tailored to Chinese travellers, offering curated rooms, experiences, and services that cater to the evolving needs of the local market.
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Rasha Lababidi
“Given China’s strategic importance in our strategy, this new lifestyle brand will just reinforce our long-term commitment to the local market and will help further expand our footprint in the region,” says Rasha Lababidi, Chief Product Officer Kempinski Hotels.
“Domestic travellers will benefit from the best of both worlds, Kempinski hospitality and service expertise on one hand, distinct products and experiences specially designed for them on the other hand. Together with BTG Hotels, I look forward to bringing this new brand to life,” says Lababidi.
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