A family hotel operator has announced plans for an aggressive Asian expansion this year. Swiss-Belhotel International revealed that it wants 530 hotels by 2030 with most of this growth to come in Asia. The firm currently operates 125 properties in 19 countries.
In order to hit its targets, Swiss-Belhotel International will need to team up with developers and property owners. The Hong Kong-based company has already made some progress in that regard with agreements in place in a few key markets.
“We have signed a Joint Venture partnership in Malaysia, where we have plans to expand our footprint and brand with over ten hotels,” Lee Richards, Swiss-Belhotel International Senior Vice President – Operations and Development for Central Asia, told Travel Daily Media. “We also have agreements in place in Thailand and are exploring partnerships in Japan, which is a new market for us. In Vietnam, we have several projects and takeovers in progress, and we are in discussions with one of the largest hospitality travel companies in China.”
Swiss-Belhotel International will continue to develop its hospitality offerings to better serve travelers in the region. The hotel operator currently has 16 brands covering everything from the high-end to budget segments. It plans to grow this further in an attempt to cater to different types of guests.
“Recognizing the growing need for sustainability during the pandemic, we have developed a new brand called Māua, an eco-friendly and sustainable retreat for the luxury market. The first property has opened in Bali, and we have many more projects in progress.” Richards explains. “We are also in the process of finalizing the concept for our lifestyle adventurous brand called Bohemia, keeping in mind the needs of the wild & young-at-heart leisure travelers. Additionally, we have another mid-scale lifestyle brand under development that will add to the diversity of Swiss-Belhotel International’s offering.”
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Interesting Analysis
Swiss-Belhotel International isn’t the only hotel operator planning an aggressive Asian expansion which means it will have to find ways to differentiate itself in a crowded field. Developers and property owners across the region prefer high-profile, well-known brands, although returns talk loudest.
This is an area where Swiss-Belhotel International believes it excels. The firm has found success in a number of competitive markets, including Indonesia and China. These successes provide a sound platform to build upon.
Given that tourism across Asia is currently experiencing a post-pandemic boom, it does seem possible for the hotelier to reach what is an ambitious growth target.
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