Small Luxury Hotels of the World Steps Up Drive to Court Chinese

on November 21 2012 | in Travel | by | with No Comments

Small Luxury Hotels of the World, SLH, Hotel Lan Ape, Guangzhou,

Small luxury hotels have the unique atmosphere that makes you feel like you are the most valued guest in the place. So it is no wonder that these hotels are growing so popular right now: they combine all the advantages of big luxurious hotels with a private, quiet spirit of a tiny hotel.

Small Luxury Hotels of the World (SLH) has an unsurpassed collection of over 520 independent small luxury hotels in more than 70 countries. Whether it is one of their classic city center sanctuaries, a historic country retreat, an idyllic private island or a remote safari lodge deep in the heart of Africa, SLH offers an infinite variety of experiences.

SLH boasts 115 hotels in the Asia-Pacific region, but the focus of most of their energies is going to be on China for the foreseeable future. “All signs point to the fact that we can still expect major growth in this region despite the less than ideal economic conditions, and we believe that in order for SLH to truly benefit from this growth, we have to remain true to the tenets of our brand by continually providing unique, exceptional experiences for the most discerning of leisure travelers,” says Paul Kerr, SLH’s CEO.

To this end, the company is developing a Mandarin website and an iPhone app. SLH’s loyalty program for Chinese Members, the Club, will be the target of aggressive promotion. Company executives plan to grow membership from its current 5,000 to 60,000 by the end of 2013. SLH also wants to form partnerships with Shanghai-based luxury clubs as a means to attract guests with the opportunity to connect with the city’s elite.

“Our main goal for 2013 can be summed up into these two words: Go China. China is our fastest growing source market and we’ve just literally opened our office in Shanghai to capitalise on the phenomenal Chinese appetite for luxury accommodation,” Kerr says.

In 1992, the Asia-Pacific region accounted for less than 5 percent of the brand’s properties. It now accounts for a quarter of SLH’s global holdings. SLH is also interested in growing their presence in Beijing, but has not released details of this initiative.

[ttg]

image credit: slh

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