Hotels G Expands to Trendy Lifestyle Brand Hotel G
The award-winning hospitality concept, with Hotel G Beijing as its flagship, is adding two more properties to its portfolio in 2013, and another four in the next two years.
The brand embarked on the first phase of its expansion last year in Thailand, taking Pullman Bangkok Hotel G and Pullman Pattaya Hotel G under its management.
Hotels G has now confirmed further expansions toward the end of this year with the openings of the high-end serviced apartment Residence G in Hong Kong.
The company is also considering franchise developments with strong owners and/or operators. Hotel G San Francisco, which is opening in October 2013, will be the first following this business model.
Two more China properties are opening in 2014 ? Residence G Shenzhen and Hotel G Suzhou, with Hotel G Guangzhou opening in 2015, along with Residence G Pattaya in Thailand.
Roll-out of the designer hospitality brand continues thereafter with three more Hotel G projects in the pipeline, scheduled to extend to the cities of Shanghai, Seoul and Taipei.
“We are targeting a gap in the market for young, savvy travelers and guests who are keen on design and looking for cutting-edge experiences,” said Hotels G CEO, Christophe Vielle.
“There are many standardised international hotel brands and local brands, but nothing like us in between. We believe we can fill this gap with lifestyle products such as Hotel G ? a brand that offers a certain sense of lifestyle through unique designs, friendly yet professional services, in-vogue restaurants and trendy bars.”
Chris mentions that, although Asia is the prime focus at the moment, the group is still looking to roll out the brand more internationally, targeting places overseas such as Europe and the US, where the strong demand for lifestyle properties is continually increasing.
Hotels and Residences G are unique hotel concepts that provide a specific lifestyle by combining design, tailor-made services and in-vogue restaurants and bars. These restaurants and bars all have strong concepts and are run by professional, independent and cutting-edge restaurateurs.
The flagship, Hotel G Beijing, is consistently ranked among the city’s most fashionable hotels and was applauded by the Boutique and Lifestyle Lodging Association as the Fourth Best Lifestyle Hotel Worldwide in 2010.
“Our guests are mainly aged between 25 and 60, working in the media, design, architecture, fashion and entertainment industries, looking for different atmospheres, concepts, services and experiences that match their lifestyles,” said Chris.
G products do, however, vary according to location. “They are adapted to local needs of property owners in specific markets,” he said. “Each G property has a unique design, look and feel. We work closely with local or regional architects and designers to put together a product adapted to the specific market.
“What they have in common is that at every G property, there is an inspiring concept, accompanied by service-minded individuals, innovative restaurant & bar concepts outsourced to cutting-edge operators, and a unique lifestyle rhythm for trendsetters, with guests who are no longer a room number or a fidelity card. Strong guest recognition programmes are implemented and “tailor-made services” is a motto.”
The brand therefore also offers hotel owners more flexibility than international hospitality brands, with their own established concepts, styles and operations.
“Small, independent owners often find it difficult to adapt their needs to the ones of international groups,” he said. “But we believe that trend will be reversed in the coming years. Owners will want to be heard and will want to partner with smaller yet professional hospitality management companies who will work closely with them to market and run a successful operation. Our focus is to build the right products and to run successful operations to serve developers’ visions and interests.”
[box type=”tick”]About Hotels G
Hotels G is the lifestyle hotel brand of GCP Hospitality. A dynamic, ‘one stop’ hospitality solution with regional offices in Bangkok, Hong Kong, Myanmar and Beijing operates and develops hotels both in Asia and globally, with a portfolio of 19 hotels in major resort destinations and international business hubs in Asia and United States. It has a fast-growing reputation for successfully launching and operating designer & lifestyle hotels with cutting-edge dinning outlets, creative MICE facilities and high-end serviced apartments.[/box]