The expanding Hong Kong-based group is rolling out across the globe one of the most respected names in the hotel industry. Mike Toynbee reports Establishing an international brand is not something achieved overnight – even if you are in the business of selling accommodation. Although Langham Hotels International's heritage dates back to 1865, when the now legendary Langham in London became Europe's first 'grand hotel', it is only since 2004 that owners, Hong Kong-based Great Eagle Hotels, rebranded its other four properties. Today, the group manages six hotels across four continents under the Langham brand, having added Pasedena, and extends it to Shanghai this year with the opening of its first boutique-style hotel. A second 5-star brand – Langham Place – opened in Hong Kong's Mongkok district three years ago, with two more making their debut in Beijing this year, and a third opening in Changchun next year. Meanwhile, the first Langham Place resort opened earlier this year at Krabi, in Thailand. The decision by Great Eagle, established in 1963 and listed on the Hong Kong Stock Exchange nine years later, to adopt the Langham name for its international hotel operation underscores its belief that the strength of the name accurately reflects its commitment – just like the Langham in London 140 years ago – with a top quality product, polished service and memorable environments throughout the hotels it operates. This is reflected in the new Langham Place product, which combines all the traditional elements of hospitality with cutting edge design and technology. The 665-room Mongkok hotel – surrounded by what might be termed as the 'authentic' sights, sounds and, yes, smells, of old Hong Kong, with its street markets – provides the best of both worlds. It claims to be the most technologically advanced hotel in the Asia/Pacific region, with just about every gizmo the business traveller might require, including touch-screen phones providing guests with access to weather, news, stock information and web radio, as well as the ability to send short messages. Such is the sophistication of the system that a guest's previously recorded preferences can the uploaded to their phone prior to arrival, even down to a family picture.
Spacious Executive rooms come with all the toys, plus a safe with laptop charging facilities and an in-room mobile phone that can be used anywhere in the hotel. The marble bathroom, with its stylish glass washbasin and a glass partition (with blind) between bath and bed, means guests can watch the 42-inch wall-mounted flatscreen TV from the bath… The Executive lounge is up there with the best and the hotel has a two-level spa and a semi-enclosed rooftop pool.
Described elsewhere as the "best art gallery masquerading as a hotel", there are sculptures in all the public areas and on every floor. Popular with media and fashion types, it is less than a 10-minute walk from the MTR station, with a journey time of less than 15 minutes to Central. It is the template for future developments, including the 340-room hotel opening adjacent to Beijing Capital Airport's new Terminal 3 in time for the summer Olympics, and the 420-room Langham Place Beijing, located in the Chao Yang district, close to Chang An Avenue, due to open by the end of the year. An exception will be the 99-room Yangtze boutique hotel, also scheduled to open later this year, in Shanghai. Currently undergoing a multi million renovation, the art deco building, designed by the renowned architect Li Pan in the 1930s, will incorporate all the usual Langham touches, but on a smaller scale. China is seen as the big growth market for the company, where the company expects to sign up or have operational 20 branded properties by 2012, representing around half its global portfolio. Says Brett Butcher, LHI’s senior vice president for sales and marketing: "With our quintessentially European brand heritage and our roots as a Hong Kong listed company, we are a powerful proposition for developers and partners in China."
What you get with Langham International
Brands
Langham: Auckland, Boston, Hong Kong, London, Melbourne, Pasadena (California)
Langham Place: Mongkok (Hong Kong), Koh Lanta, Krabi (Thailand), Beijing Capital Airport (2008), Yangtze Boutique, Shanghai (2008), Beijing (2008), Changchun (2009) Executive facilities
Langham Club: private lounges in Langham Hotels, where guests can check-in and check-out, take breakfast and enjoy all-day refreshments
Club L: private lounges in Langham Place properties, where guests can “relax, refuel and replay”. Facilities include check-in and check-out, workstations, library, massage chairs and games Loyalty programme
Club 1865: membership offered on a complimentary basis.
Gateway: minimum of three stays at any participating hotel within a 12-month period
Voyager: minimum of five stays within a 12-month period; membership renewed with two subsequent stays a year
Destiny: by invitation only; reserved for the top 1% Voyager members staying in premium category rooms and suites.
Website: www.langhamhotels.com
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