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China: German hybrid hotel brand Pentahotels is aiming to reach 80 properties by 2020, with many of the new openings in China.
China: German hybrid hotel brand Pentahotels is aiming to reach 80 properties by 2020, with many of the new openings in China.
Pentahotels, part of the Hong Kong-based Rosewood Hotel Group, has 27 hotels globally in countries including Germany, the UK, and Belgium, but is shifting its focus to Asia.
It will open its second hotel in Hong Kong by the middle of next year, and plans further expansion in Asia and globally through potential mergers or acquisitions.
The mid-market brand, which describes its properties as “neighbourhood lifestyle hotels” will open its latest Hong Kong property in Tuen Mun as a part of a management contract with electronic product manufacturer Luks Industrial Company.
It has three other hotels in Kowloon, Beijing, and Shanghai, and is aiming for 10 more properties in Hong Kong alone.
Managing director Alastair Thomann said: “We have a lot of openings and projects in the pipeline for Asia, which will be our most important market within the next two and a half years. This market is really what our brand was developed for. Here in Asia, there are almost unlimited opportunities. “To attract the Chinese traveller, it’s a whole different ball game than to attract the European. We’re in a segment that’s a big volume segment. The growth could be huge, and we have so much scope to grow in all these markets.”
Other target markets include London, Rome, Amsterdam, New York, Miami, and Los Angeles.
Pentahotels’ target audience is described as “travellers looking for non-traditional hotel experiences and a sense of community, probably aged between 25 and 40”.
www.pentahotels.com
