Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

EMERGING BRANDS OF INTERNATIONAL HOTEL CHAINS

InterContinental Hotels Group (UK)

HUALUXE is the first upscale hotel brand designed specifically for Chinese consumers. The word translates from Hua, meaning majestic China, and luxe, representing luxury. Each hotel will offer guests a more traditional experience that is based on four priorities of Chinese travellers: tradition, rejuvenation, status, and familiar spaces. Since its launching in March 2012, 8 contracts for 2,772 rooms (average=350) have been signed and the hotels are expected to open between 2014 and 2016, initially in 8 major cities and resort locations in China. Eventually, HUALUXE will open in major cities elsewhere in the world to cater for Chinese outbound travellers, a market which will grow from 10 to more than 100 million in the next 10 to 15 years.

EVEN is the first mid-scale limited-service hotel brand designed for business and leisure travellers looking for a complete wellness experience across 4 areas – exercise, eat, work, and rest – at a mainstream price point. Guests will enjoy a separate space to work and work out, healthy food and beverage options, free filtered drinking water, best-in-class gyms, in-room workout options and group exercise activities. There are 17 million healthier-minded travellers in America. EVEN was launched in February 2012 to cater to this market, with 100 contracts expected to be signed in the next 5 years. The first hotels will open in the US in 2013. Intercon will invest up to US$150m over the next 3 years to deliver growth and profitability for this brand.

INDIGO is Intercon’s upscale full-service boutique hotel brand. Each hotel is uniquely designed to capture the character and culture of the locale through, for example, oversized wall murals and seasonal menus. The brand allows developers to creatively interpret local references while incorporating Intercon’s brand hallmarks (e.g. hard surface flooring and spa-inspired walk-in showers). The hotels are usually located in urban, mid-town, and new urban areas, and some are LEED-certified (e.g. San Diego, Athens). Since its launching in 2004, 46 hotels with 5,189 rooms (average=113) have emerged across America, Europe, Israel and China, and 52 are in the pipeline including 5 in the Asia Pacific, Middle East and African regions. Hotel Indigo ranked first in JD Power and Associates recent surveys on guest satisfaction and customer service among upscale full-service hotels in North America.

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Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

Hilton Worldwide (USA)

HOME2 is Hilton’s mid-tier modern stylish all-suite brand for its extended stay hotel line. Each hotel provides a full complement of home-away-from-home services, with a separate living and bedroom space, and a signature “working wall” which incorporates the kitchen and a flexible working/media space. Hilton’s commitment to sustainability is reinforced throughout every aspect of this brand – from recycled carpets and containers to energy star appliances and saline-based pools. Although launched only in 2009, the brand has seen 10 hotels currently operating in the US, 9 under construction, and 60 more properties in the development pipeline.

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Marriott International (USA)

EDITION is Marriott’s latest brand of luxury boutique hotels, designed by award-winning boutique hotel pioneer Ian Schrager. Each hotel is expected to highlight Schrager’s individualised, authentic, and unique ethos; reflect the best of their location and time; function as home/office away from home/office; and locate in the world’s most attractive destinations. Since brand announcement in 2008, only Istanbul has opened in 2011 with 78 rooms. Four more hotels are being developed for cities including London, Miami Beach, New York, and Bangkok.

AUTOGRAPH COLLECTION was launched in 2010 as an emerging ensemble of unique upper upscale/luxury independent hotels, selected for their bold originality, rich character and uncommon details, to cater for the individualist guest. The hotels in the US are typically AAA four diamond and award-winning (The Henry Michigan, Turnberry Isle Miami, Grand Bohemian Asheville). The brand currently maintains 35 hotels with more than 7,000 rooms (average=224) across America, Europe, Brazil, and Indonesia, with 18 more in the pipeline.

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Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

Accor (France)

MGALLERY was introduced earlier in 2008 and is a close competitor of the Autograph Collection brand. MGALLERY is a collection of unique upscale boutique hotels with remarkable character and that appeals to individual travellers looking for distinctive services or seeking a place with a true soul and which tells its own story. Hotel St Moritz in Queenstown is New Zealand’s only MGALLERY hotel. The brand is being promoted through 50 hotels with 5,967 rooms (average=117) in 21 countries across Europe, Africa, Middle East, and Asia Pacific.

PULLMAN was launched in 2008 as an upmarket brand to cater for cosmopolitan travellers seeking to work and play in regional and international capitals around the world. PULLMAN introduced the “Co-Meeting” extra start-to-finish support to ensure flawless success of meetings, conferences, and events. There are now 68 PULLMAN hotels with 20,413 rooms (average=400) across major cities (including Auckland) in 22 countries. The network is expected to include 70 more from Europe, Africa, Middle East, Asia Pacific and Latin America, by the end of 2012.

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Choice Hotels International (USA)

ASCEND competes in the upscale elite market of MGallery and Autograph. To be a member, independent hotels should embody one of these distinct categories – historic, boutique, or unique, show commitment to service excellence, and offer experiential and individualised guests an authentic local experience. It was launched in late 2008 and has produced a network of 68 hotels in the US, Canada, Scandinavia, and Caribbean. Membership grew 35% in 2011.

CAMBRIA SUITES is an all-suite, select-service, contemporary and stylish lower-upscale hotel brand that offers a separate workspace with moveable desk and an ergonomic chair, and signature media hub technology. From its launch in 2005, the brand has benefited from the US$50m marketing investment, US$1.4b in annual gross revenue. Hotel Finance Resource has a program designed for CAMBRIA SUITES developers and can finance 80% of the total project cost. There are now 25 of these hotels (typically 100-150 rooms each) operating in the US.

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Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

Starwood Hotels and Resorts (USA)

ELEMENT competes in the extended-stay market and is the first hotel brand that mandates developers to seek accreditation with the US Green Building Council’s LEED certification or equivalent for high-performance eco-sustainable design, construction and operation. Each hotel uses Energy Star appliances, recycled materials like carpets and art walls, low volatile organic compound paints, dispenser systems, and recycling bins. ELEMENT was announced in 2006 and has created 10 hotels with 1,641 rooms (average=164) across North America, with more hotels expected to open in the US, Canada, and Middle East markets between 2013 and 2016.

ALOFT is a mid-scale limited-service urban-style business/boutique hotel brand, known for its highly sociable, eclectic, tech-savvy, and unexpected atmosphere inspired by the celebrated cool of W Hotels. It is Starwood’s “Style at a Steal” brand due to its modern vibrant design and affordable price point. Each hotel is slick and formulaic, re-naming otherwise basic hotel amenities (e.g. “splash” for pool). Launched only in 2005, it is the fastest brand debut in industry history, with 60 hotels with more than 9,265 rooms (average=160) currently operating in America, Asia Pacific, and Europe, and nearly 30 more hotels in the global pipeline. ALOFT has recently topped the TripAdvisor Travellers Choice, Billboard, Wallpaper and Fortune Awards.

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Carlson Rezidor Hotel Group (USA)

HOTEL MISSONI is the new genre of lifestyle luxury hotels developed in partnership with the iconic Italian fashion house, Missoni. The brand promotes Carlson’s stylish, intimate, contemporary, and eclectic design combined with Missoni’s unique bold, passionate, and fashionable style. The brand was created in 2005, with the first hotel launched in Edinburgh in 2009, and the second in Kuwait in 2010. The strategy is to expand the brand in key glamorous city centres and resort locations of the world, including Muscat (Oman), Bahia (Brazil), Belek (Turkey) and Baie du Cap (Mauritius), which are set to open between 2012 and 2015. Hotel Missoni Edinburg is Europe’s leading new hotel in the 2010 and 2011 World Travel Awards.

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Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

Global Hyatt Corporation (USA)

ANDAZ is a high-end, boutique-inspired lifestyle brand that distils the best of the cultural and social life of lively urban neighbourhoods and leisure destinations. It means “personal style” in Hindi, and aims at the maturing Gen X business travel market. It is differentiated from Indigo, Edition, and Aloft, by its individualised service model and Hyatt backing. Launched in May 2007, it has created 8 hotels with 1,701 rooms (average=212) in Asia, Europe and America, that rank highly in the Global Traveller Magazine, Condé Nast Traveller, and other hospitality awards.

HYATT PLACE competes in the upscale select-service market with distinct operational efficiencies from modern product design, smart features, relaxed service model, and fresh aesthetic. It targets mid-to-upper income Gen X travellers with a multi-tasking 24/7 lifestyle. Each hotel has multiple areas to work and relax such as the Cozy Corner and ergonomic work centre. Launched in 2006, the brand has produced 165 hotels with 21,109 rooms (average=128) in America, with one opening in India soon. They also rank highly in several hospitality awards.

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Louvre Hotels Group (Netherlands/France)

ROYAL TULIP markets as a chic, refined, full-service 5-star luxury hotel in extraordinary locations of city centres and business districts in the world. It offers ultramodern, elegant and luxurious facilities of international standards but with local flavours. The brand was launched in 2006 and has seen 5 hotels with 1,279 rooms (average=256) developed in Kazakhstan, Brazil, China, Israel, and India. Royal Tulip Rio de Janeiro is South America’s leading business hotel.

KYRIAD is Louvre Group’s alternative to the traditional 2 and 3-star hotels, which seeks to strike the balance between preserving Louvre’s quality standards and allowing the individual personality of aspiring independent hotels to shine through. Since its launching in 2001, KYRIAD has been operating in 208 properties with 11,836 rooms (average=57) across France.

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Disclaimer: Any views, opinions, or preference expressed in this document are personal to the author and do not represent the views, opinions, or preference of AWDA.

Melia Hotels International (Spain)

ME is a lifestyle luxury hotel brand. The hotels are being marketed as high-end experience-based personality hotels due to their contemporary design, modern surrounding, and location within the heart of major cities and popular leisure destinations. The first hotel was launched in 2006 through re-branding of Gran Hotel Victoria in Madrid, followed by 5 more in Spain, Mexico, and London. Two more hotels will open in Dubai and Doha in the Middle East. ME by Melia Cabo is Central America’s Leading Resort in the World Travel Awards 2010 and 2011.

INNSIDE joined Melia’s portfolio of avant-garde brands in 2007, when the brand was acquired from INNSIDE Hotel GmbH of Germany. It is being re-launched as a future-oriented four or five-star extended-stay hotel brand in terms of the atmosphere, pleasure, and services, and features a unique room concept with an open bathroom, state-of-the-art communication tools, and meeting rooms with capacities of 50 to 230, making it the first choice for conferences and seminars. There are 9 hotels in Germany that currently operate with this brand.

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Millenium and Copthorne Hotels (Singapore)

STUDIO M was launched in Singapore in 2010, and within three months has already become EBITDA-positive. The success can be attributed to the hotel’s strategic location and ultra-chic, sophisticated and edgy character - characterised by clean lines and a subtle colour palette, full height bay front and patio, and separate work sections. Designed by Italian style maestro and architect, Piero Lissoni, the 360-room hotel exudes avant-garde style and class in its offer of business and leisure experience and is the first duplex style fully loft-inspired Singapore hotel that occupies a prime location in the iconic entertainment precinct of Robertson Quay and strategically located within easy reach of the CBD and world famous Orchard Road.

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