New World Hospitality Outlines Plans For Expansion In China

Hong Kong-based New World Hospitality has announced an expansion and re-branding plan with an investment of over USD1.1 billion across three distinct brands – including four new hotels in China.

Leading the expansion is the repositioning of its New World Hotels flagship brand with a new visual identity and the announcement of new properties opening in Guiyang (in 2011), Beijing (in 2012), Shenyang (in 2013), and Qingyuan (in 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.

As part of the revitalisation of New World Hotels, the concept of "Modern Oriental Hospitality" has been introduced.

According to New World Hospitality's executive vice chairman, Sonia Cheng, 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.

Symon Bridle, New World Hospitality's senior vice president–operations says that in conjunction with their new visual identity and workplace culture, the have launched a program of initiatives that will include almost every aspect of the hotels, from human resources to sales and marketing, and from operations to physical product.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, newworldhospitality.com and 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 — is said to be the inspiration for New World Hotels' fresh visual identity.

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 conglomerate and a principal investor in many New World Hospitality properties.