WHILE most international hotel chains command multiple brands to target different market segments, Mövenpick Hotels and Resorts is sticking to a single brand growth strategy.
Andrew Langdon, senior vice president Asia, explained that being “the only single-branded international hotel (group) in the world” means they are the only ones giving property owners the confidence that their properties are being managed exclusively.
“You cannot be too greedy. You do what you do best,” said Langdon, adding that the singular focus is the “key differentiator” for Mövenpick as an upscale hotel brand.
Mövenpick currently operates eight properties in Asia (four in Thailand and one each in Singapore, China, Vietnam and the Philippines) with 11 more in the pipeline, including the opening of Mövenpick Pattaya last week and Mövenpick Boracay and Mövenpick Bali in the second half of 2016.
