Kempinski Hotels + BTG Hotels
Kempinski Hotels has announced an exciting new chapter in its longstanding partnership with BTG Hotels (Group) Co., Ltd. This extended alliance aims to elevate the luxury hotel experience in China, leveraging over 30 years of collaboration in the luxury sector. This partnership is set to bolster Kempinski’s leadership in the hospitality market, a status it has maintained for over 150 years.
The new multi-year investment plan spearheaded by Kempinski focuses on several key areas:
1. Expanding the Chinese Heritage Portfolio: One of the main objectives is to grow the Kempinski brand within China by offering authentic experiences that cater to sophisticated travelers from both local and international markets.
2. Launching a New Lifestyle Hospitality Brand: In the next five years, Kempinski aims to develop 200 new hotels throughout China. This new offering will widen choices for domestic travelers, underpinned by BTG Hotels’ extensive market presence and Kempinski’s expertise in creating unique hospitality experiences.
3. Support for Bristoria and NUO Brands: The partnership will also deepen strategic support for the Bristoria brand while strengthening the international expansion of the NUO brand, promoting cultural luxury hospitality standards worldwide.
4. Membership System Integration: Kempinski and BTG will enhance cooperation on integrating their membership systems, further enriching customer loyalty programs.
Li Yun, Chairlady of BTG Hotels, comments on the partnership, stating, “Kempinski and BTG have shared considerable success over the last two decades. The landscape of travel and tourism in China has dramatically changed over the past quarter-century, and Kempinski has been part of this journey from the very beginning. We look forward to continuing our long-term strategy in the region by leveraging Kempinski’s hospitality expertise.”
Barbara Muckermann, CEO of Kempinski Hotels, added, “Our partnership with BTG is built on a rich history and a strong foundation. As pioneers in luxury hospitality in China, we are excited about the future of our collaboration, which uniquely positions us to continue our aggressive expansion in this important market.”
Kempinski first ventured into China in 1992 with the opening of the Kempinski Hotel Beijing Yansha Center, marking a significant milestone as the country’s very first five-star luxury hotel. Since then, both Kempinski and BTG have created Key Co., a joint venture to manage their hotels throughout China. This collaboration aims to maintain the luxury standards associated with Kempinski while also integrating BTG’s local travel and tourism reputation.
In 2018, both partners agreed to extend their joint venture for another 50 years, a decision rooted in mutual trust and the sustained potential of the market. Today, this venture stands as one of the largest operators of international luxury brands in China, comprising 22 hotels and a promising future ahead.
Rick Huo, President of Key Co. and NUO International Hotels Management Co., Ltd., expressed enthusiasm about the renewed partnership, highlighting its strategic importance. He remarked, “This is a key step in expanding our portfolio and strengthening our brand offerings in China and beyond. This renewed collaboration underscores our commitment to capturing a larger market share and establishing new benchmarks in the industry.”
Through this continued relationship, Kempinski and BTG Hotels aim to focus on the evolving needs of Chinese travelers by introducing a new brand that combines the unparalleled hospitality experience of Kempinski with uniquely designed products just for them. Rasha Lababidi, Chief Product Officer of Kempinski Hotels, emphasized the strategic importance of this new brand, stating, “This lifestyle brand will cement our long-term commitment to the Chinese market, allowing us to extend our footprint in the region.”
The renewed partnership between Kempinski Hotels and BTG Hotels reveals a vision for the future in the luxury hospitality industry in China, reflecting Kempinski’s transformational journey to remain a key player as it positions itself as a world-class leader in exclusive travel experiences.
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