Langham launches China-facing brand, revamps Eaton brand

Langham Hospitality Group is on track to launch a new China hotel brand come September. 

According to TTG Asia, the new brand will be pitched at the five-star level, but below the Langham brand. "We could become the reliable place for new Chinese travelers," new CEO Robert Warman tells TTG Asia. He added that the brand will also be expanded to Asia and worldwide. "Part of my joining [Langham in March] is to grow and expand Langham as an international hotel company that has multi-brands and to be recognized as among the best in each of the segments we are in."

Warman believes that Chinese traveler's tastes and wants are not entirely different from international guests, but what Langham's China brand seeks to bring will be an elevated level of service for Chinese travelers in terms of food and language. 

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As part of this plan, Langham is also looking to reposition its Eaton brand as a lifestyle brand to cater to a new generation of travelers.

Both the China brand and the new Eaton will open up Langham's possibilities. Warman expects to take the group from today's 22 hotels to 100 hotels in five years and 500 in 10 years. He will also continue to seek expansion for the core luxury Langham brand in key cities like Singapore.