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Kempinski targets emerging markets
Hotel chain Kempinski has unveiled a raft of developments as it looks to establish a greater presence in emerging markets across the globe.
The move comes as the group, renowned for catering for business travellers, aims to establish itself as a force in the leisure market.
Among its targets is China, a move designed to exploit the anticipated explosion of the outbound Chinese tourism industry.
Kempinski, which already has five properties in the country, will expand to 16 by 2009 with the focus on secondary cities.
Vice president sales and marketing Juerg Siegenthaler said further establishing Kempinski in China will benefit the brand in years to come.
“Increasing numbers of Chinese will start travelling overseas and we want to be in secondary cities, where there are still populations of five to seven million, to grow the brand there,” he said. “To be well-known in China when they start to travel will bring value to the Kempinski brand.”
Hotels have been planned in Sanya, Shenzhen and Urumqi, all of which will open later this year.
Kempinski also said it was looking to gain a stronger foothold in the US through the addition of American hotel chain Omni Hotels to its Global Hotels Alliance. Through reciprocal sales and marketing agreements, Siegenthaler said it wanted to establish a brand identity in the US.
“Many Americans like to stay in brands they know. We have a small sales force in the States but through Omni we hope to raise more awareness of Kempinski.”
Pan Pacific Hotels and Australia-based Ridges are also part of the alliance.
Kempinski is also looking to the Middle East and Africa for expansion with opening later this month of the Ishtar Dead Sea hotel. It has also just opened the Mall of the Emirates in Dubai, which is attached to the indoor ski resort.
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