GENEVA, April 16, 2025 /PRNewswire/ — 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:
- 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.
- 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.
- 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.
- 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.”
Kempinski originally expanded into China in 1992 with the country’s first-ever five-star luxury hotel, Kempinski Hotel Beijing Yansha Center, formerly known as Kempinski Hotel Beijing Lufthansa Center. Following early successes in China, Kempinski and BTG created Key Co. in 2001, a joint venture established to operate hotels throughout China, leveraging the hospitality expertise of Kempinski, as the oldest independent luxury hotel company in Europe, and BTG Hotels’ reputation as the most prestigious travel and tourism company in China. In 2018, Kempinski and its long-term Chinese partner mutually agreed to prematurely review the joint venture for another 50 years as a sign of confidence from both parties in the partnership and the enduring potential of this market. Today, the joint venture is one of the largest international luxury brand operators in China, operating 22 hotels.
“We are thrilled to cement our partnership with Kempinski,” says Rick Huo, Chairman of Key Co. and NUO International Hotels Mgmt. Co., Ltd., “This is a significant step in expanding our portfolio and strengthening our brand offering in China and beyond. This renewed collaboration not only demonstrates the shared commitment of both Kempinski and BTG Hotels, but also paves the way for increased market share, ensuring that our joint venture continues to set new benchmarks in the industry.”
As part of the renewed partnership, Kempinski and BTG Hotels will focus on Chinese travellers by launching a new brand which will offer a curated selection of rooms, experiences and services to cater to the evolving needs of the local demand. “Given China’s strategic importance in our strategy, this new lifestyle brand will just reinforce our long-term commitment to the local market and will help further expand our footprint in the region,” says Rasha Lababidi, Chief Product Officer Kempinski Hotels, “Domestic travellers will benefit from the best of both worlds, Kempinski hospitality and service expertise on one hand, distinct products and experiences specially designed for them on the other hand. Together with BTG Hotels, I look forward to bringing this new brand to life.”
The extension of the partnership between Kempinski Hotels and BTG Hotels demonstrates Kempinski long-term vision to remain a key hospitality player in the region, as part of the transformational change that the brand is going through to develop and position Europe’s oldest luxury hospitality group as a dynamic, world-class leader in the luxury travel industry.
About BTG Hotels (Group) Co., Ltd.:
BTG Hotels Group (600258.SH) is one of the top ten hotel groups in the world and one of the three major chain hotel groups in China. Established in 1999, BTG Hotels Group was listed on the Shanghai Stock Exchange on June 1, 2000. The company focuses on hotel brand and operation management as well as scenic area operations, and serves as a key Strategic Business Unit within the lodging segment of BTG Group.
As of the end of 2024, BTG Hotels Group manages over 20 brand series centered around accommodation, with nearly 40 products and a total membership exceeds 200 million. The group operates over 7,000 hotels in China, offering nearly 520,000 guest rooms. Its portfolio includes a full range of hotel products, covering “luxury high-end,” “mid to high-end,” “comfortable,” “leisure resort,” and “social entertainment,” to meet consumers’ demands for quality accommodation during business trips and leisure travel. In addition, the Nanshan Scenic Area, which is controlled by BTG Hotels Group, is one of the most influential 5A-level scenic spots in Hainan, attracting over 6 million visitors annually.
About Kempinski: Created in 1872, Kempinski Hotels is Europe’s oldest luxury hospitality group. Kempinski’s rich heritage of impeccable personal service and superb hospitality is complemented by the exclusivity and individuality of its properties. Today, the Kempinski Group operates 79 hotels and residences in 35 countries and has more than 38 projects currently under development around the globe. Each five-star hotel reflects the strength and success of the Kempinski brand without losing sight of its heritage; each one imbues the quality that guests have come to expect from Kempinski while embracing the cultural traditions of its location. The portfolio comprises historic landmark properties, award-winning urban lifestyle hotels, outstanding resorts and prestigious residences. Kempinski is a founding member of the Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands. www.kempinski.com
About Key & Co.: Key International Hotels Management Co., Ltd’ (Key Office) is a joint venture between Beijing Tourism Group, one of the largest tourism companies of mainland China, and Kempinski Hotels, Europe’s oldest luxury hotel company. The joint venture was created on 5 June 2001 with a mandate to operate Kempinski and NUO Hotels in Greater China and Mongolia . Each brand stands on its own with a clear differentiation of European and new Chinese luxury, respectively, and is supported by Key International.
As one of China’s most successful luxury hospitality management companies, KEY offers experienced technical services and hotel management. Today the portfolio in Greater China and Mongolia comprises 19 Kempinski hotels and 3 NUO Hotels.
For further press information contact:
Media contact for further information:
Linda Wu •Regional Director of Marketing and Communications Kempinski Hotels
linda.wu@kempinski.com
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