Mon, Dec 30, 2013 - Page 13 News List

Local hotel groups devise multiple-brand strategies

DIVIDE AND CONQUER:Two major hoteliers have recently launched new hotel brands in a bid to capture a greater cross section of the market

By Amy Su  /  Staff reporter

With an eye on the strong potential of the nation’s inbound tourism industry, a growing number of local hotel operators are developing multiple-brand business strategies to attract different types of customers. Some operators are also setting out plans to list on the stock exchange, which would strengthen the quality of their management.

On Friday, My Humble House Group (寒舍集團) officially launched operations at Humble House Hotel Taipei (寒舍艾麗酒店) — the group’s first own-brand hotel — in Taipei’s Xinyi District (信義).

Humble House Hotel is the group’s third hotel overall, as it also operates the Sheraton Grande Taipei Hotel (台北喜來登大飯店) and Le Meridien Taipei (台北寒舍艾美酒店) — two brands owned by the US-based Starwood Hotels and Resorts Worldwide Inc.

“Launching the Humble House Hotel brand was a result of a market segmentation strategy focusing on international business tourists,” Ellie Lai (賴英里), the wife of My Humble House group founder Tsai Chen-yang (蔡辰洋) and the head of design concepts for the hotel, told reporters after the hotel’s launch ceremony.

Lai said the average room rates at Humble House Hotel are reasonably priced compared to other hotels of a similar standard in Xinyi District. She added that room size varies from 9 ping (29.7m2) to more than 40 ping.

Earlier this month, My Humble House Hospitality Management Consulting Co Ltd (寒舍餐旅管理顧問) chief executive officer Tsai Bo-han (蔡伯翰) said the company has begun working on an initial public offering (IPO) plan.

The company, which operates several restaurants in addition to its hotels, may list on the Taiwan Stock Exchange (TWSE) in 2015 at the earliest, Tsai said.

Preparing for the IPO could help the company strengthen the quality of its management, Tsai added.

Another local hotel operator, Cosmos Hotel & Resorts Group (天成飯店集團), is also working on multiple-brand and IPO strategies.

Cosmos Hotel began trial operations at its first budget hotel, Bee House (蜂巢), two weeks ago.

The hotel is situated near the rear entrance of Taipei Main Station and has an average room rate of about NT$1,300 per guest and is to target independent travelers and backpackers.

The group’s director of Marketing and Rooms, Edward Lei (雷穎杰), said the company plans to open two more hotels under the Bee House brand over the next two years, with the next one expected to open in the next quarter.

The Cosmos Hotel Group is also considering listing on the local bourse in 2016, when the group is set to open a luxury resort in Hualien County’s (花蓮) Ruisui Township (瑞穗).

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