Kempinski Hotels Extends Strategic Partnership with BTG Hotels to Grow Luxury Hospitality Offering
- EDITOR
- Apr 16
- 2 min read
Geneva, 16 April 2025 – Building on over 30 years of partnership in the luxury industry in China, Kempinski Hotels and BTG Hotels (Group) Co., Ltd. (BTG Hotels) are pleased to announce a new chapter in their strategic partnership in China. Kempinski Group has started executing a strategic plan aimed at reclaiming and strengthening the market leadership the oldest European hospitality company has enjoyed for over 150 years.
Kempinski Group launches a multi-year investment plan to support the growth of the very successful partnership with BTG Hotels. The plan will focus on four key pillars:
1. Expand the Chinese Heritage Portfolio for the Kempinski brand, enlarging the offering for sophisticated Chinese travellers discovering China and offering authentic Chinese heritage experiences for the international travellers discovering this beautiful country.
2. Launch a new lifestyle hospitality brand to reach 200 hotels in China over the next five years. Leveraging the strength of BTG Hotels, the continuous growth of the Chinese market and Kempinski’s expertise in crafting unique experiences, this new brand will enlarge the choice for Chinese customers in China.
3. Continue to strategically support the Bristoria brand portfolio and strengthen the collaboration to expand the global expansion of the NUO brand and establish it as a benchmark in luxury cultural hospitality worldwide.
4. Reinforce the cooperation on membership system integration.
This commitment underscores their mutual ambition to lead the way in hospitality and meet the evolving needs of the Chinese market.
“BTG and Kempinski have achieved tremendous success during the past two decades. China’s role on the travel and tourism stage has undergone a major shift in the last quarter century, and Kempinski has been a part of that journey since day one,” said Madame Li, Chairlady, BTG Hotels (Group) Co., Ltd., “We look forward to further strengthening the long-term strategy in the region, leveraging the hospitality expertise of Kempinski, and together, continuing to be a driving force in the development of China’s hospitality landscape.”
Commenting on the partnership extension, Barbara Muckermann, Chief Executive Officer, Kempinski Group, says: “Kempinski and BTG enjoy a strong partnership and rich history together, as pioneers in luxury hospitality in China. We are very fortunate to have BTG Hotels, the third largest hotel group in the country, as our partner. Our collaboration offers us a unique advantage to continue aggressively expanding in the region. I look forward to the next phase of the collaboration to reinforce our position into the future .... Read the whole articles here (paying members only) / Become member here
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