Hong Kong-based Langham Hospitality Group is making efforts to rebrand their Eaton luxury hotels. The group, which also operates Langham and Langham Place hotels, is looking to expand their Eaton brand into the United States and Europe. Currently, they can be found only in Shanghai and Toronto.
Chief executive Robert Warman, in an interview with Business Traveller, said that moving the company’s properties west will be key in redefining Eaton.
So far, their plans include projects in London, Berlin, Prague, Washington DC, Miami, Chicago, San Francisco, and possibly three additional hotels in Spain. The company is looking at a timeline of 120 days to launch the new Eaton brand and begin four to five of their new projects.
Warman says that the main focus of the new Eaton hotels will be to emphasize the lifestyle aspects of their brand. This means creating more of a social hangout for visitors. This goal is also reflected in designs for the new hotels which include sprawling lobbies with relaxed coffee bars during the day and drinks at night.
“The bar and restaurant are going to be designed to cater to the local market, we’d like them to be fun. We’re looking at making the gym a more social environment, having yoga and spin classes so it becomes more of a social hub.”
While the Eaton brand is currently focused on European and American expansion, they do also have plans for their current and future Asian hotels.
“We are going to launch an Asian five-star brand which will be predominantly deployed in China,” he said. “We believe that is another market that is capable of supporting its own brand through its own country’s travel, much like many of the brands that grew up in North America.”
As of now, Langham has three hotels set to open in China. Two are scheduled to open later this year in Haining and Datong, and one in Qingdao early next year.
Warman has big plans for the group saying, “In the next five years I would like to see the company have 100 hotels [it has 22 currently, with plans for over 30 more]. In five years we should be able to talk about having 500 hotels in [another] five years.”
image credit: eaton