Kempinski, BTG Hotels deepen strategic alliance to expand further in China

CHINA – Leading global hotel brand Kempinski Hotels has reaffirmed its long-standing partnership with BTG Hotels, signaling a renewed commitment to expanding further in the Chinese market.

Kempinski Hotels is entering a transformative phase in China, driven by the multi-year investment strategy developed in partnership with BTG Hotels.

This expansion focuses on three key pillars: strengthening Kempinski’s Chinese Heritage Portfolio, launching a new lifestyle brand tailored to Chinese consumers, and elevating the NUO brand as a global benchmark in culturally rich luxury hospitality.

With domestic tourism on the rise and Chinese travelers seeking deeper, more meaningful experiences, Kempinski is aligning its offering with evolving market preferences.

The group’s renewed focus on heritage properties caters not only to local travelers who value cultural authenticity, but also to international visitors increasingly drawn to China’s rich history.

Through this strategy, Kempinski aims to deliver immersive stays that reflect the depth and nuance of Chinese culture.

A major milestone in this expansion is the introduction of a new lifestyle brand co-created with BTG Hotels.

Designed for younger, discerning travelers, the brand will blend modern luxury with local sensibilities and aims to roll out 200 hotels across China over the next five years.

Combining Kempinski’s global hospitality expertise with BTG’s understanding of the domestic market, the new brand is poised to reshape China’s lifestyle hospitality landscape, offering elevated, personalized experiences for the next generation of travelers.

Beyond China, the collaboration will fuel global growth for the NUO and Bristoria brands. NUO, known for its elegant fusion of modernity and Chinese cultural elements, is set to expand its footprint both domestically and internationally.

Meanwhile, Bristoria will gain support to extend its presence in global markets, reinforcing Kempinski’s standing as a key player in the luxury sector.

This extended partnership is expected to influence global travel trends, particularly as younger consumers demand tech-forward, experience-driven stays. It also reflects a broader industry shift toward culturally immersive travel.

As China’s outbound tourism market continues to surge, Kempinski’s strengthened presence within the country will serve as a gateway, drawing more Chinese and international travelers to its global portfolio.

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