Brands to watch in 2012
11 January 2012
As the hotel business continues to grow at break neck speed in Asia – the number of new projects in the construction pipeline in China alone is 1,385 at the end of Q3 2011, according to Lodging Econometrics – companies continue to explore new ways to reach travellers and stand out from the competition.
HMA reviews some of the brands likely to be making the headlines in 2012.
New China brand from IHG
One of the most highly anticipated new launches in 2012 is the new hotel chain from InterContinental Hotels Group. Targeted at the Chinese market, the upper midscale brand is positioned between IHG’s upscale chain Crowne Plaza and luxury brand InterContinental. Twelve contracts have already been signed for the as-yet-unnamed brand, which is expected to officially launch within the next six months.
Kerry Hotels
Another brand worth watching is the new five-star hotel brand Kerry Hotels from Shangri-La International Hotel Management. The brand launched with a first property in Shanghai – the 574-room Kerry Hotel Pudong – in February 2011. Kerry Hotels were described as being designed to appeal to business travellers looking for ‘a vibrant and relaxed environment without compromising on service or quality’.
Zinc Journey
Zinc Journey is one of a number of brands being primed for expansion by Zinc/InVision Hospitality, the newly created company from the merger of Thailand-based company InVision Hospitality with Singapore-based investment company Cinnovation/CG. The company announced last year plans to open five Zinc Journey properties in Asia in the next couple of years as part of an ambitious expansion plan aimed at opening 30 hotels in Asia by 2013.
OZO
OZO is one of the newly launched brands of fast growing based hotel management company ONYX Hospitality Group. The group is set to open its first property under the select service OZO brand in Hong Kong in late 2012.
Oasia
Far East Hospitality, the hospitality arm of Singapore’s largest private property developer Far East Organization, opened its first property under its new Oasia brand in Singapore in August 2011.
Avani
Avani is the newly launched upscale brand from hotel owner, operator and investor Minor Hotel. Unveiled in September 2011, the brand – which is described as filling the gap for a niche brand that delivers innovative guest experiences – has two properties in the pipeline for Sri Lanka with additional properties expected to follow in Asia, Australia, the Indian Ocean, the Middle East and Africa.
Rosewood Hotels & Resorts
Purchased by Hong Kong hotel management company New World Hospitality last year, Rosewood Hotels & Resorts is set to be the premium luxury brand in the New World hospitality portfolio. Specific details for openings under Rosewood in Asia have not yet been announced, but the company did say the brand would be positioned for 'substanitally accelerated global growth'.
Yitel
Chinese economy hotel chain Homes Inns & Hotels launched last year its new brand Yitel which is targeted at the midscale segment. Three to four properties have been opened so far under Yitel, but with the parent company on an aggressive expansion in China, expect more properties under Yitel soon.
Club Med
Club Med already has one property in the pipeline for Asia in 2012 - in Guilin in China. It plans to open five locations in China by 2015 as it taps into the growing resort market.
Research: Hotel Management Asia
Comment: Get the branding right
