Relaunches Flagship New World Hotels
HONG KONG, Oct. 25 /PRNewswire-Asia/ -- Hong Kong-based New World
Hospitality has launched an aggressive programme to establish
itself as an influential player in the regional and international
hospitality industry, with more than 20 projects currently under
development, representing an investment of over USD1.1 billion
across three distinct brands.
(Photo: http://www.prnasia.com/sa/2010/10/25/20101025268868.html
)
Leading the expansion is the repositioning of its New World Hotels
flagship brand, in which a new visual identity and service culture
were unveiled today in the group's properties in China, Vietnam and
the Philippines.
As well, new properties and opening dates announced today include
New World Hotels in Guiyang (2011), Beijing (2012); Shenyang
(2013), and Qingyuan (2014). By 2015, the number of New World
Hotels is targeted to more than double.
In addition to the New World Hotels brand of deluxe properties, New
World Hospitality manages the select service brand, pentahotels,
currently represented in Shanghai, and a new premium luxury brand
is also currently under development.
These initiatives underscore New World Hospitality's aim to provide
guests refreshing alternatives across a tiered spectrum of brands.
The approach is to challenge conventions to become widely
recognised for a distinctive culture.
"We focus on building strong and long-lasting relationships with
our guests, each other and our communities. This philosophy is our
compass, shared with our guests at every touch-point in their
stays, delivered by associates who are as keen as we are to create
new hotel benchmarks," said New World Hospitality's Executive Vice
Chairman Sonia Cheng.
As part of the revitalisation of New World Hotels, the concept of
"Modern Oriental Hospitality" has been introduced.
"Modern Oriental hospitality means featuring the best of the
region's hospitality traditions and the values that they spring
from, but extending them in a refreshingly engaging and fluid way,"
said Ms. Cheng.
To facilitate New World Hotels' significant repositioning, New
World Hospitality has recruited some of the most experienced and
dedicated hoteliers in the industry and, to reinforce its new
service culture, New World Hotels has dedicated funds notably above
industry standards for training and development.
"In conjunction with our new visual identity and workplace culture,
we have launched a programme of initiatives that will include
almost every aspect of the hotels, from human resources to sales
and marketing, from operations to physical product," said Symon
Bridle, New World Hospitality's senior vice president --
operations.
A regional advertising campaign has been launched featuring the
work of award-winning photographer Platon Antoniou, supplemented by
the unveiling of both corporate and hotel websites,
www.newworldhospitality.com and www.newworldhotels.com.
The marketing campaigns introduce the New World Hotels logo with
its mulberry symbol, the fruit of the tree from which the first
silk was created in China. The story of silk's creation -- how,
through care and craftsmanship, a simple source became an exotic,
beautiful, long-lasting, high-quality substance -- was the
inspiration for New World Hotels' fresh visual identity.
"Similarly, we hope with creativity to build a long-lasting,
authentic entity, that is beautiful in its own right," said Ms.
Cheng.
From its early beginnings in China in the 1980s, the modern
incarnation of the New World Hotel Management Limited company was
officially launched in July 2010 as New World Hospitality.
Hong Kong-based New World Hospitality manages the New World Hotels
brand of deluxe properties in Dalian, Shanghai, Wuhan, Ho Chi Minh
City and Manila, with two affiliated hotels in Shenyang and Shunde,
as well as the select service pentahotels brand currently
represented in Shanghai. The group has more than 20 properties
under development. The company is a member of New World Group, a
Hong Kong-based leading conglomerate and principal investor in many
New World Hospitality properties. For further information, please
visit www.newworldhospitality.com.
For digitised photos, please click on
http://www.catchonco.com/NewWorldHospitality
MEDIA CONTACTS:
Paul Calder, Account Director
CatchOn
Tel: +852-2566-8988
Email: [email protected]
Angela Wong, Account Manager
CatchOn
Tel: +852-2566-8988
Email: [email protected]
Elizabeth DeMotte, Corporate Director of Brand Management
and Communications, New World Hospitality
Tel: +852-2138-2268
Email: [email protected]
SOURCE New World Hospitality
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