Langham sees China properties helping Thailand

Construction News

The European hotel management company Langham Hotels International hopes its aggressive expansion in China will support its properties in Thailand.

China is an important market for Langham, said Bob van den Oord, the company’s vice-president for sales and marketing. It strongly believes that Langham will be well received in China where people like European brands. Langham expects to add 10 to 20 new hotels in China by 2015.

“We can see people lining up to buy Louis Vuitton or Prada bags in China. Its economy has been growing rapidly. Therefore, a dramatic number of Chinese tourists will travel abroad and one of their preferred destinations is Thailand,” he said.

Langham is now operating its first Thai hotel, Langham Place Samui on Lamai Beach, which was introduced last December. It plans to open three more hotels by 2013: the 400-room Langham Place Phayathai, Bangkok; the 78-villa Langham Place Miora Resort + Spa, Kalim Bay, Phuket; and the 230-room Langham Place Sukhumvit, Bangkok.

The company is looking to open another four-star hotel under its Eaton brand soon, but details could not be disclosed.

After opening all of the new hotels, the company projects that around 15% of the guests at each hotel will be Chinese tourists. Its main customers are corporate and leisure guests, both local and international.Mr van den Oord said he felt optimistic about the Thai economy and its GDP would show positive growth this year. The company believes Thailand is always a popular destination among foreigners and is confident that tourism will clearly pick up next year.

It will use local, international, and regional campaigns to promote its hotels. Each property will also use different media that match its positioning.

Mr van den Oord said the company planned to use social media to introduce the hotels among local people as well.

Langham Hotel International has three brands: the luxurious and traditional European Langham Hotels and Resorts; the modern and chic Langham Place; and the four-star Eaton.

Langham now operates 23 properties, 12 of which are under construction. Fifteen hotels are under negotiation. Langham Hotel International is owned by Great Eagle Holdings, which was established in 1963 and is listed on the Hong Kong Stock Exchange.


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