The Langham Hospitality Group (LHG) has diversified its portfolio with an upper-midscale brand, Ying’nFlo, last week.
The new global lifestyle stay concept was created to tap into current and future desires of millennial and Gen Z travellers.
Brett Butcher, CEO, LHG said: “Ying’nFlo is a bold, colourful canvas for the younger urban travellers at an affordable price. It’s a smart guest experience for a generation that has grown up digital. The concept combines (a) simple stylish design with brilliant basics which are efficiently executed with a strong social vibe.”
Ying’nFlo is expected to present the company with new business opportunities and complement LHG’s two existing luxury brands, Langham and Cordis.
Shelley Tso, vice president, marketing & communications, LHG, said the rationale for Ying’nFlo was that there were “strong opportunities for midscale and upper-midscale (hotels) in China and Asia-Pacific, where 50 per cent of the population are millennials or Gen Z’s” who have grown up in a dynamic digital age.
The first property debuts in Hong Kong’s Wanchai, rebranded and converted from the 70-room Eaton House. Floor-by-floor conversion will be done in phases – rooms will be refurbished with new features and facilities, including a laundry station and a kitchenette.
An all-in-one Ying’nFlo app will connect guests with every aspect of their stay – facilitating check-in/out and functioning as a digital room key as well as lighting, air conditioning and TV control.
In place of onsite F&B services, the hotel provides vending machines and complimentary coffee at the reception area.
The second Ying’nFlo is confirmed at Seaworld Cruise Terminal in Xiamen, China, set for 2026.
LHG is in discussion to secure multiple sites with a target to open 100 properties in the next five years, prioritising destinations in China’s first-, second- and third-tier cities.