Kempinski Hotels and BTG Hotels Expand Their Strategic Partnership to Enhance Luxury Hospitality in China

Kempinski Hotels and BTG Hotels Expand Their Strategic Alliance in China

Kempinski Hotels and BTG Hotels (Group) Co., Ltd. are embarking on a new phase in their long-standing partnership, which has spanned more than three decades. This collaboration aims to foster luxury hospitality offerings across China and beyond. As the oldest European hospitality brand, Kempinski has made significant strides in the Chinese market, and this new strategic plan is set to reclaim and reinforce its market leadership, ensuring the brand's continued excellence and innovation in the luxury sector.

A Renewed Commitment to Luxury

The renewed agreement marks a pivotal moment for both Kempinski and BTG, with a multi-year investment initiative designed to enhance their joint efforts. This strategic partnership emphasizes four cornerstone pillars to enhance the luxury travel experience:

1. Expanding the Chinese Heritage Portfolio: This initiative will amplify Kempinski’s offering for sophisticated travelers, reflecting an authentic Chinese heritage experience. It is targeted towards both local and international visitors eager to explore the beauty of China.

2. Launching a New Lifestyle Brand: Aiming for a portfolio of 200 hotels within the next five years, this new brand will leverage BTG’s strong position in the market and Kempinski's rich heritage in delivering unique hospitality experiences.

3. Strengthening the Bristoria Brand Portfolio: The collaboration intends to bolster Bristoria, further establishing the NUO brand as a premier name in luxury cultural hospitality worldwide.

4. Integrating Membership Systems: To optimize customer engagement, there will be a concerted effort towards enhancing their membership systems, offering premium benefits to their clientele.

This strategic focus underscores their ambition to lead in the hospitality industry and respond to the evolving needs of the thriving Chinese market.

A Partnership Built on Success

According to Madame Li, Chairlady of BTG Hotels (Group) Co., Ltd., the past two decades have seen immense success from their partnership. She noted that Kempinski has played a crucial role alongside China's transformation in the tourism arena. The Chairlady expressed enthusiasm for deepening the long-term strategy in the region, highlighting the expertise Kempinski offers in hospitality.

Barbara Muckermann, CEO of Kempinski Hotels, shares similar sentiments, stating, "Our collaboration offers us a unique advantage to continue aggressively expanding in the region. I look forward to the next phase of our partnership." Muckermann also noted that Kempinski's presence in China dates back to 1992 with the launch of China’s first five-star luxury hotel, solidifying its commitment to the country.

Kempinski's collaboration with BTG officially commenced in 2001 through a joint venture known as Key Co., designed to harness the strengths of both organizations. Their combined expertise has given rise to a substantial footprint in the Chinese luxury hospitality landscape, operating numerous hotels across the region.

With more than 20 properties and a vision to double those figures, the renewed partnership is positioned to set new benchmarks within the industry. Rick Huo, Chairman of Key Co. and NUO International Hotels Management Co., Ltd., remarked on the partnership's significance, indicating that this move greatly strengthens their brand offering and market footprint in China.

Focused on the Future

One of the most exciting developments from this partnership renewal will be a new brand offering curated experiences and services tailored specifically for Chinese travelers. Rasha Lababidi, Chief Product Officer for Kempinski Hotels, emphasized the importance of creating a lifestyle brand for the local market, blending the luxurious service of Kempinski with distinct products aimed at domestic travelers.

The extension of this partnership clearly illustrates Kempinski's long-term vision to sustain its pivotal position within the hospitality industry in China. This transformation signals a commitment to continuously evolve and adapt to meet the demands of modern travelers, ensuring that the oldest luxury hotel group remains a dynamic leader on the global stage.

In summary, Kempinski Hotels and BTG Hotels’ strengthened relationship not only promises to redefine luxury hospitality in China but also sets a course for innovative collaboration and excellence in service. As the travel landscape continues to shift, this partnership stands poised to deliver remarkable experiences that cater to a new era of luxury travelers in the region.