Kempinski Hotels and BTG Hotels (Group) Co., Ltd. have recently extended their enduring strategic partnership, building on over 30 years of collaboration in the luxury travel sphere in China.

Focus on Chinese Travelers

As they rekindle this partnership, both hotels are set to launch a new brand that caters specifically to the evolving needs of Chinese tourists. This initiative will provide a curated range of rooms, services, and experiences tailored to local preferences.

According to Rasha Lababidi, Kempinski’s Chief Product Officer:

“Given China’s strategic importance in our plans, this new lifestyle brand will enhance our commitment to the domestic market and expand our presence in the region. Domestic travelers will experience the best of Kempinski hospitality alongside unique products specially crafted for them. We are excited to bring this new brand to fruition in collaboration with BTG Hotels.”

Investment and Growth Plans

Under the terms of their renewed agreement, Kempinski Hotels will initiate a multi-year investment strategy to further develop this successful partnership with BTG Hotels.

Key elements of this strategy include:

1. Expansion of the Chinese Heritage Portfolio: Offering authentic experiences in Chinese culture for both local and international guests.
2. Launching a New Lifestyle Brand: Targeting the opening of 200 hotels in China over the next five years.
3. Supporting the Bristoria Brand Portfolio: Enhancing collaboration to boost the international profile of the NUO brand in luxury cultural hospitality.
4. Membership System Integration: Streamlining cooperation on membership systems.

Vision for the Future

Li Yun, Chairperson of BTG Hotels, noted:

“BTG and Kempinski have experienced remarkable success over the last 20 years. The evolution of China’s role in global travel is significant, and Kempinski has been integral to that evolution since its inception.”

Barbara Muckermann added:

“Our partnership with BTG Hotels allows us to take advantage of their extensive expertise, helping us enhance our market position as we continue to grow in the region.”

Kempinski’s history in China began in 1992 with the launch of its first five-star hotel, a legacy that continues to thrive under this renewed partnership.