#China #Beijing #Luxury Hospitality #Kempinski Hotels #BTG Hotels

Strengthening Alliances: Kempinski Hotels and BTG Hotels in China

Kempinski Hotels and BTG Hotels (Group) Co., Ltd. have announced a significant expansion in their longstanding partnership aimed at bolstering their luxury hospitality offerings in China. With a history spanning over 30 years, this partnership is set to enter a new phase of growth focused on reclaiming and enhancing market leadership in the luxury hotel sector, a space Kempinski has occupied for over 150 years.

A Strategic Vision for Growth

On April 16, 2025, in Geneva, the two entities revealed their strategic investment plan that includes a multi-year initiative for growth. The plan highlights four key focus areas:

1. Enriching the Product Portfolio: The alliance seeks to enhance Kempinski’s collection of Chinese heritage hotels, providing authentic experiences tailored to both affluent Chinese travelers and international tourists exploring the rich culture and beauty of China.

2. Launch of a New Lifestyle Brand: Aiming to establish up to 200 hotels in China over the next five years, this new brand will leverage the strengths of BTG Hotels and Kempinski’s unique service capabilities, catering to the evolving tastes of Chinese customers.

3. Support for Existing Brands: They intend to strategically continue supporting the brand portfolio of Bristolia and strengthen the global reach of NUO, solidifying its reputation as a cultural luxury hospitality leader.

4. Membership Integration: The partnership will also enhance collaboration in terms of the membership system to offer rich benefits to the extensive customer base they target.

Established Trust and Future Aspirations

Both companies recognize the evolving landscape of tourism in China, particularly how it has transformed over the last quarter-century. Li, chairlady of BTG Hotels, emphasized the mutual success achieved over the two decades of cooperation, stating, “The role of China in travel and tourism has dramatically shifted, and we look forward to further strengthening our long-term strategy in the region.”

Barbara Muckermann, CEO of Kempinski, expressed enthusiasm over the partnership, noting that their collaboration with BTG, now the third-largest hotel group in China, provides a unique advantage for aggressive expansion in the region. “I look forward to the next phase of our cooperation,” she added, reinforcing their position for the future.

A Legacy of Luxury

Kempinski Hotels commenced its journey in China in 1992, marking its presence with the first-ever five-star luxury hotel, the Kempinski Hotel Beijing Yansha Center. The fruitful collaboration saw the establishment of Key International Hotels Management Co. in 2001, further solidifying their operational capability across China. The joint venture has evolved into one of the largest international operators of luxury brands in China, managing an impressive 22 hotels today.

Rick Huo, the Executive Vice General Manager of BTG Hotels, stated, “We are thrilled to strengthen our ties with Kempinski. This is a significant step toward expanding our portfolio and enhancing our brand offerings in China and beyond.”

Responding to Traveler Demands

The renewed focus will be on attracting Chinese travelers through tailored hotel experiences, ensuring satisfaction in line with domestic demands. Rasha Lababidi from Kempinski mentioned, “This lifestyle brand will reflect local needs while bringing the exceptional hospitality skills of Kempinski to the forefront.”

Conclusion

The expansion of the Kempinski and BTG Hotels partnership embodies a long-term vision to remain at the forefront of the hospitality sector in China. With significant changes underway, this collaboration not only supports Kempinski's goals to evolve but also positions both companies to make impactful strides in the luxurious travel segment. As the oldest luxury hotel group in Europe, Kempinski continues to adapt and innovate, ensuring they meet the ever-changing demands of modern travelers in a vibrant market.