European hospitality company Kempinski Hotels and BTG Hotels are extending their long-standing partnership to drive luxury hospitality in China.
The strategic move, which includes a multi-year investment plan, is set to strengthen Kempinski’s market positioning.
Kempinski Group CEO Barbara Muckermann said: “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.”
The investment plan will concentrate on four pivotal areas, including expanding the Chinese heritage portfolio under the Kempinski brand, launching a new lifestyle hospitality brand with a target of 200 hotels in China over the next five years, supporting the growth of the Bristoria brand portfolio while bolstering collaboration for the global expansion of the NUO brand.
Furthermore, Kempinski Group’s investment plan aims to integrate membership systems to reinforce cooperation.
The existing partnership between Kempinski Hotels and BTG Hotels has played a role in China’s luxury hospitality sector for over three decades.
Kempinski’s foray into China began in 1992 with the opening of the country’s first five-star luxury hotel, the Kempinski Hotel Beijing Yansha Center.
The success of this venture led to the formation of Key Co., a joint venture (JV) between Kempinski and BTG Hotels in 2001, to manage hotels across China. In 2018, the companies extended their JV for an additional 50 years.
The partnership currently operates 22 hotels in the country.
Kempinski Hotels chief product officer Rasha Lababidi said: “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.
“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.”
In addition to the partnership’s initiatives in China, Kempinski Hotels revealed plans to manage the Nymphenburg Palace Royal Residence in Munich, Germany, earlier this year.
“Kempinski and BTG Hotels strengthen partnership with new investment” was originally created and published by Hotel Management Network, a GlobalData owned brand.
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