HONG KONG—Despite having formed only a few months ago, Cachet Hotel Group has rigorous plans to bring its lifestyle brands to southeast Asia and China, among other regions.
The hospitality and restaurant management company on 15 July announced plans for a flagship property in Bangkok, which will be part of its Cachet brand, an all-inclusive lifestyle luxury brand, according to Yvonne Choi, managing director at CHG.
“We chose Bangkok because it was the world’s No. 1 tourist destination,” she said. “We saw an opportunity there, especially with the (Ritz-Carlton) in the market, with the lack of supply and high demand for a luxury hotel.”
CHG’s flagship property will be part of a mixed-use development project at Smile Square in Bangkok and will include 70 hotel rooms, 224 serviced apartments, fine dining and a luxury-branded spa. Hallmark features at the property will include an infinity pool and a 400-seat theatre that will feature production shows and concerts.
“What makes (CHG) different from other luxury brands is everything is all-inclusive,” Choi said. “Guests pay one price per night and get transportation to and from the airport, fine dining in the room or at the restaurant, a spa treatment and a couple drinks at the bar.”
The company also comprises two other brands—"r." and Urbn. The "r." brand is for the “young heart explorers who are always the first ones to adopt new technology,” Choi said, adding that "r." hotels will be designed with 70% of the company’s DNA and 30% of local influences top of mind. Urbn, which has one location in operation in Shanghai, appeals to the socially conscious traveler who likes to recycle and be a part of sustainability practices, Choi said. For example, Urbn Shanghai is the first carbon-neutral hotel in China, and the building is made from recycled and local materials.
CHG refers to the brands as “fashion brands” it hopes will appeal to celebrities. The hotels will operate on “seasonal cycles,” according to Choi. For example, a room’s interior design elements, linens, food-and-beverage menu items, public-space content and even staff uniforms will change on a quarterly basis with the season.
Choi said the company is looking at several markets for upcoming projects including China, Hong Kong, India, Los Angeles, New York and Bangalore.
In addition to beefing up its portfolio, CHG plans to change the travel experience in Asia with “Cachet world,” an online travel portal that will feature innovative F&B and entertainment in each city, reviewed by the CHG team to give its seal of approval, Choi explained.
“We will start this platform in Shanghai and Beijing, where we will have multiple units and a deep understanding of the market,” she added. “A key reason for developing Cachet world is that we believe the travel experience, especially in Asia, is still very fragmented and disjointed.”
“Hotel companies address transportation, restaurants and tourism the old school way through concierge services, and we believe the huge growth in tourism in Asia creates an opportunity to provide a more integrated and personalized experience,” she said.
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CHG’s Chairman Robert Roche initially co-founded the Urbn Shanghai in 2008. Building on the hotel’s success, Roche formed CHG, creating two new hotel brands and expanding the Urbn brand, according to a press release.
From there, Roche partnered with Alexander Mirza, CHG’s CEO and co-founder, to help lead development of the company’s new brands, Choi said. Mirza previously held senior-level positions with Starwood Hotels & Resorts Worldwide and Hilton Worldwide, where he helped launch Waldorf Astoria Hotels, celebrity chef partnerships and luxury spa developments.
The “celebrity” appeal of CHG’s portfolio is something the company hopes to harness in the future. CHG brought on New York-based fashion designer Jay Godfrey as the lead designer for the brands.
“We wanted to bring in someone who was from that realm,” Choi said. “He also has a strong following with celebrities.”
The addition of CHG’s Chief Creative Officer Chef David Laris, one of China’s premier celebrity chefs who will be in charge of the company’s restaurants, could help the company develop a strong social media following, Choi said.
CHG also partnered with FansTang, a China-based company that specializes in connecting celebrities to their Chinese fans via social media, to bring the “red carpet” to its properties, Choi added.