While the Chinese market continues to drive its growth in Asia Pacific, the group's global footprint is also on an upward trajectory with 122 hotels added to its portfolio last year
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Since making its foray into China after its acquisition by Jin Jiang International in 2015, Louvre Hotels Group has expanded rapidly in the destination as part of its internationalisation strategy.
Starting with its first hotel, the Campanile brand in 2016, the group’s portfolio now stands at more than 500 properties in operation or under construction in China. China also became its second-largest key market in terms of development, registering the biggest year-on-year growth since 2016.
This accelerated development is fuelled by four brands, namely the up-market Golden Tulip, mid-scale brands, Campanile and Kyriad Marvelous Hotel, as well as hotel apartment brand, Tulip Lodj.
Gaining a foothold in China was challenging at first, especially when faced with tough competition from well-established Chinese hotel brands, Mathieu Rouri, vice president, international operations, Louvre Hotels Group, told TTGmice.
But Louvre Hotels Group managed to break through – their biggest success in China is with the Kyriad Marvelous Hotel, and the group intends to open over 200 Kyriad-branded hotels within five years.
On top of continuous brand enhancement such as product design and standardisation, the Louvre hotels China team also focuses on brand innovation to cater to current market trends.
He explained: “Our strategy is to use China as a “showroom” to showcase to the world. Because if you want to look at new technology, new design and new trends, you go to China, rather than New York, London, Paris and Dubai. Today, you go to Shanghai and Shenzhen to look at the latest trends in hospitality.”
Testimony to its robust expansion, the first half of the year saw a new Campanile hotel signed up for Shenzhen, another Kyriad Marvelous Hotel inaugurated in Jiangxi, as well as the opening of Golden Tulip Shanghai Hongqiao Yankuang. Tulip Lodj, launched in April 2021, also has more than 10 projects in the pipeline.
In fact, the group is working towards surpassing 1,000 hotels when it celebrates its 10th anniversary of establishment in China in 2025.
While the Chinese market continues to drive its growth in Asia Pacific, Louvre Hotels Group’s global footprint is also on an upward trajectory. Last year, the group added 122 hotels to its portfolio. In total, Louvre Hotels Group has more than 1,700 hotels worldwide in 60 countries.
Rouri shared that regular market research is crucial to keep their fingers on the pulse of the market, and to keep abreast of hospitality trends and consumption patterns.
For instance, the group is aware that its French DNA appeals to the young clientele base in China’s new consumer era – one with different expectations from generations prior.
He added: “We had the price-focus approach before, but now Gen Z’s main priority is experience. When going in with an international brand, you need to bring something tailor-made and different from the ones in China. While we localised the French concept to cater to Chinese customers, it doesn’t mean that we are diluting the brand.”
The key is to make “a big differentiation in terms of sales, brand standard, operations and marketing”, said Rouri.
Established in 1976, Louvre Hotels Group has over 40 years of experience in hotel management and operation, and is the second-largest hotel group in Europe. In 2015, it was acquired by Jin Jiang International, the second-largest hospitality group in the world, and made its entry into the Chinese market.
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