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BHMAsia 2014 Corporate Update

March 23, 2015 Hotel News No Comments Email Email

X2 Lombok Senggigi AmanahAsia-Pacific hotel management, development and consulting group, Bespoke Hospitality Management Asia (BHMAsia) announced the 2014 corporate update and reveals the direction for 2015-2016 for the X2 (CrossTo), Away and Golden Tulip brands.

Corporate update

2014 was a challenging year for businesses in Thailand; however BHMAsia managed to increase the number of properties under management, resulting in a bigger portfolio with new openings and future projects in Thailand and overseas. BHMAsia established new partnership with the Paris-based Louvre Hotel Group and has launched an aggressive expansion plan in Indonesia.

As of February 2015 the company has 37 signed properties, with a total room count of over 2,600. Further pipeline deals are under negotiation including another 20 properties with a combined 2,500 rooms. The forecast for end 2015 should see the group with a year portfolio of 57 properties and 5,000+ rooms.

Operational and Platform Development

The company has pulled forward major development work in its sales and IT platform systems to support the rapidly growing portfolio. During 2014 an investment was made in “The Lobby” toolbox and back office suite of management tools for its hotels which will see further development and integration into PMS and third party systems. Further investment in human resources and an enlarged team will see previous bespoke and personal service level retained by the company as it grows.

Alliances and Acquisitions

The success and fame of the company’s brands has brought about many opportunities in 2014 and early 2015. Alliances with system providers, marketing representatives and financial partners are all helping fuel the growth. The company is actively seeking strategic and financial partners to support this plan, and as well as raising funds for its own expansion and development including acquisition of other management companies and international expansion through representation and office establishment.

New openings and larger port folio

BHMAsia opened four properties in 2014 including X2 River Kwai Resort (July), Away Beach Village Pranburi (September), X2 Phuket Oasis Villa (November) and X2 Chiang Mai-South Gate Villa (December) and signed new properties including X2 Hua Hin Oasis Villa (2016), two new properties under a new design driven stylish lifestyle brand which will launch in mid 2015 and seven development projects in Indonesia.

With strong sales and marketing support, the properties under BHMAsia management have gained international recognition and exposure with numerous features in local and international media.

Partnership with Louvre Hotel Group

In August 2014, BHMAsia signed an agreement with Louvre Hotels Group to represent and expand the business of the Golden Tulip brand in Thailand. The objective between both companies is to jointly strengthen the management and the development potential of the brands of both companies in Thailand.

Expansion plan for X2 Design hotel brands in Indonesia

Upon the partnership and cooperation with Louvre Hotels Group, the European group has included the X2 brand to its business expansion plan in Indonesia with the country office in Jakarta. It is expected that ten X2 properties will be signed by the end of 2015. The announcement marks the strong commitment to X2’s global growth following the recent signing of several large hotels in Thailand.

X2 Phuket Oasis Villa

X2 (CrossTo)

2014 was a good year for this design driven five star brand. With the unique character, brand positioning and strong marketing and PR support, X2 opened three properties in Thailand and signed three projects. Due to high demand from property owners and investors, BHMAsia has developed a new sister brand that still remains the design driven concept but feels younger, fun and more vibrant to target young and new gen travelers. The new brand will be launched in Q2 this year with two projects already signed. The first property will debut in Phuket.

With the Louvre Hotel Group partnership, Indonesia is on the rise and the team in Jakarta is working around the clock. It is expected that there will be ten X2 properties signed by 2015.

Away

Away properties are designed for the over worked and over stressed who just need to “Get Away” from their normal routine and enjoy a vacation in paradise at a slow tempo. Away appeals to people who recognize they need to find a better balance, without forging some of life’s luxuries. Away is designed in a simple yet comfortable manner with a distinctive tropical paradise theme.

In 2014, the website www.AwayResorts.com had a new revamp making it look fresh and easy to navigate and book. BHMAsia partnered with SiteMinder in order to provide the easy and convenient booking experience to guests through the resort’s own website. The company intranet called The Lobby also was created to support the management and department heads of each property to get access to all the SOPs, brand standard, templates, HR policy and connect to social media 24/7. BHMAsia also plans the upgrade work at Away Koh Kood to enhance the guest experience and the restaurant renovation at Away Beach Village Pranburi is now on going.

Apart from the Get Away and Vacation in Paradise concept, BHMAsia aims to enhance health and wellness experience for Away guests by adding activities/services like yoga, Pilates, healthy cuisine and a spa program.

Golden Tulip

Currently there are three properties in Thailand; The Golden Tulip Sovereign Hotel, Golden Tulip Mandison Suites in Bangkok and Golden Tulip Essential Naklua in Pattaya. In addition there are three hotels and residential projects that are expected to open in 2016 and 2017 which include Golden Tulip Hotel & Residence Pattaya, Royal Tulip Suites Pattaya and Golden Tulip Beach Resort Wongamat.

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