Hotel companies profile their fastest expanding mid or upscale brand in Asia and tell TTG Asia how they tailoring them to the palates and palettes here
Holiday Inn Express InterContinental Hotels Group
In operation
One in Thailand, one in India, two in Hong Kong, two in Taiwan and 32 in China.
Under development
Two in Malaysia, nine in Indonesia, two in Singapore, three in Thailand, two in Hong Kong, one in Taiwan, 11 in India and 28 in China.
Brand standards
Room – High-quality bedding, three-function massage shower head, choice of firm and soft pillows, and free Wi-Fi access.
Hotel – A self-service business centre, 24-hour gym, complimentary Express Start breakfast, vending machines, luggage trolleys, a self-service laundry room, compact meeting rooms for intimate events and free Wi-Fi access in all public areas.
How the brand is tailored for Asia
Before the Holiday Inn Express brand was rolled out in the region, extensive research was conducted throughout the Asia-Pacific region. Location is one of its most important aspects.
F&B – Culinary offerings are tailored to suit the tastes of specific regions. For example, congee may be featured on the breakfast menu in China, while dahl may be offered in India.
Décor – The artwork, fabrics, wallpapers and staff uniforms of Holiday Inn Express hotels often reflect the country’s arts and culture. For example, Holiday Inn Express Ahmedabad showcases works of a local artist while bedspread runners are made from native fabrics and designs.
Park Inn by Radisson Carlson Rezidor Hotel Group
In operation
Three in India.
Under development
A total of 53 in the Philippines and India. The group intends to expand the brand in China, Thailand and Indonesia.
Brand standards
Room – Signature bedding package.
Hotel – Free Internet access, fitness and business centres, Red Bar & Grill restaurant and complimentary grab-and-go breakfasts.
How the brand is tailored for Asia
Room size -– Park Inn by Radisson’s room sizes in Asia are an average of 24m², bigger than Europe’s 19.8m², in order to accommodate the increase in family travellers who require a third bed.
F&B – Park Inn by Radisson in Europe is a limited service brand with the option of takeaway food, but in Asia, hotels have one restaurant serving local fare three meals a day, as well as a full-service bar. Depending on demand, the number of restaurants may be increased.
Facilities – Hotels have three small meeting rooms.
Décor – Colour palettes reflect the local culture. In India, hotels are decked in red, purple and saffron; in China, colours are lime green, pale yellow and red.
Renaissance Marriott International
In operation
A total of 29 properties in China, India, Japan, Malaysia, South Korea, Thailand and Vietnam.
Under development
A total of 20 properties in China, India, Indonesia, Malaysia and Vietnam.
Brand standards
The lifestyle brand within Marriott’s global portfolio, properties are stylish, distinctive and designed to reflect the location, with input from renowned designers and architects from around the world.
Innovative programmes include RLife Live, showcasing emerging musical artistes through live performances in hotels, and Navigator, an online and mobile programme with curated recommendations on what to see or do locally. A sizeable amount of space is also dedicated to meetings. Restaurants serve local fare with global flair.
How the brand is tailored for Asia
F&B – 24-hour room service at Renaissance Shanghai Caohejing Hotel features both Asian and Western cuisine, including Shanghainese specialties, vegetarian options and a kids’ menu.
Décor – Renaissance Shanghai Caohejing Hotel balances a mix of traditional Chinese décor with a contemporary Western feel.
Meanwhile, Thailand’s national flower is a recurring theme at the Renaissance Bangkok Ratchaprasong Hotel, which also incorporates modern Thai elements such as tanganika wood, colour-coated glass, carving leather and engraved stone juxtaposed with Italian marble. A resident DJ welcomes guests in the lobby, reflecting Bangkok’s ultra-chic, cosmopolitan style.
Pullman Accor
In operation
One in India, three in Indonesia, two in Malaysia, two in South Korea, four in Thailand, one in Vietnam and 16 in Greater China.
Under development
Three in India, one in Indonesia, two in Malaysia, one in Thailand, three in Vietnam and 25 in Greater China.
Brand standards
Room – Room size in city locations range from 30-36m², while for resort properties, they vary between 36-42m². Rooms are equipped with an LCD television offering international channels, a minibar with complimentary water, tea and coffee, free Wi-Fi access, 24-hour room service and Roger & Gallet bath amenities.
Hotel – Free Wi-Fi access, a high-tech business centre developed in partnership with Microsoft, minimum of two restaurants, a bar, a swimming pool and a gym. Meeting space is also key in Pullmans, with areas available such as a ballroom, meeting rooms and a chill out lounge.
How the brand is tailored for Asia
Catering to the cosmopolitan business and leisure traveller, Pullman has no set country-by-country standards, but each property is designed with the destination and local market requirements in mind.
It is unlike Accor’s Grand Mercure brand, which was recently adapted to suit the Chinese market and carries the name Mei Jue.
Best Western Best Western International
In operation
A total of 133 properties in China, Japan, South Korea, Indonesia, the Philippines, Singapore, Laos, Malaysia, Thailand, Vietnam, Cambodia, Bangladesh, India and Pakistan.
Under development
A total of 55 properties in South Korea, Indonesia, the Philippines, Malaysia, Thailand, Vietnam, Bangladesh and India.
Brand standards
Room – Room size varies from 30-35m² and designs may differ. Amenities include a television, a work desk, a coffee/tea maker, toiletries, high-speed Internet connection and safety deposit boxes.
Hotel – Breakfast, computers in the lobby, an iron and ironing board upon request, 50 per cent non-smoking rooms, high-speed Internet access in the lobby and breakfast area. Luggage assistance, luggage storage, copy and fax services and morning calls are also available.
How the brand is tailored for Asia
Best Western hotels in Asia are similar to other Best Westerns elsewhere.
This article was first published in TTG Asia, February 8 – 21, 2013 issue, on page 10-11. To read more, please view our digital edition or click here to subscribe.
