Langham’s Eaton Brand Signs Three Deals In China

28th Jan 2010
Langham’s Eaton Brand Signs Three Deals In China

Eaton Hotels International, a premium affiliate of Langham Hotels International, has signed three agreements in the People’s Republic of China for its first upscale Eaton Luxe and midscale Eaton Smart brands with prominent property developer, Greenland Group.

Langham Hotels International is a wholly owned subsidiary of Hong Kong-listed company, Great Eagle Holdings. It enjoys a legendary hotel heritage dating back to 1865 when The Langham in London originally opened as Europe’s first Grand Hotel. Today, its properties on four continents reflect that heritage of elegance in design, innovation in hospitality, genuine service and captivation of the senses.

The group is currently pursuing an aggressive portfolio growth strategy using its distinctive brands and affiliates - the luxuriously enchanting Langham, the stimulating and artistic Langham Place, the sophisticated and upscale Eaton Luxe and the modern spirited midscale Eaton Smart.

The first management contract under the Eaton Hotels portfolio will be for the upscale Eaton Luxe, Nanqiao, which will open in 2010, located in the heart of southern Shanghai’s fast growing business district. This will be followed by the openings in 2011 of Eaton Luxe, Xinqiao, Shanghai and midscale Eaton Smart, Honggutan, Nanchang in Jiangxi province.

The new brands are designed to give asset owners maximum returns while still ensuring that guests can enjoy simple yet sophisticated experience with both a sense of place and high quality service. The first Eaton Luxe will form the vanguard of approximately 10 properties within 5 years in Asia.


Brett Butcher, Chief Executive Officer of Langham Hotels and Eaton Hotels International said: “We’re delighted to be partnering with the Greenland Group to launch the new Eaton brands. It’s appropriate that we will showcase our new brand in a year that will see Shanghai on the global stage at Expo 2010. This sophisticated yet simple lifestyle brand will speak to both business and leisure travellers.”

Madame Zhang Yun, Vice President, Greenland Group said: “We were seeking a brand which would add value to the hospitality landscape and truly stand out with effortless simplicity yet matched our desire to deliver true service. We were impressed by Eaton Hotel’s ability to market creatively and deliver results. It was a case of double happiness as we were able to be the first to pioneer an exciting new brand concept not just in China but the world.”

Eaton Luxe
Eaton Luxe, Nanqiao, Shanghai which offers 204 rooms and suites is in the strategic industrial and shipping heartland of Eastern China’s seaboard. It’s sister property Eaton Luxe, Xinqiao, Shanghai with 250 rooms and suites is located in one of Shanghai’s key industrial zones and close to Hongqiao airport, which will open in 2011.

Both Eaton Luxe properties will feature the can-do service of a modern five star hotel that engages guests with real warmth rather than automated or scripted responses. It will aim to deliver a contemporary experience that is sophisticated yet deceptively simple in its effortless delivery.

Today’s discerning traveller seeks exceptional levels of service and well-designed facilities with the desire to be environmentally responsible and sustainable and Eaton Luxe has been designed to immerse the guest in this complete experience.

Both Eaton Luxe properties will offer suites and rooms from an average of 35sq ms to 101sq ms. The spacious rooms will be home to all today’s comforts designed for modern living including a workstation and full entertainment centre including flat screens LCDs, DVD players and iHomes.

Each living space will be designed with simplicity in mind to engender a natural soothing atmosphere to relax and help make the guest feel at home. As well as being easy on the eye, with natural cultural accents, the property features high-thread count environmentally-friendly linens, dual flush-toilets as well as a host of sustainable design features.

A full array of Enterprise meeting facilities, E Club (executive club), Exert fitness centre, exceptional destination dining, a T lounge bar which will act as a hub for guest socialising, convenient 24-hour dining, a rejuvenating spa and an Endeavour business centre with everything a guest could possibly need.

Eaton Luxe will feature extensive meeting facilities including a ballroom for state and business functions and meeting rooms for perfectly-executed events and conferences.

Eaton Smart
The 400-room Eaton Smart, Honggutan, Nanchang located in Jiangxi Province is scheduled to open in 2011.

Located next to district’s key government offices and commercial facilities, Eaton Smart, Honggutan is designed to offer the self-sufficient traveller a value-for-money, full-service hotel that delivers a stylish, modern level of comfort with a can-do spirit. The location presents significant business expansion opportunities which will result in growth in regional and international visitors.

Eaton Smart meets the needs of the business and leisure traveller cost-effectively with no compromise on quality or service, affording surprising levels of comfort. From watching a selection of news on the flat-screen television, listening to the iPod on the iHome to a comfortable night’s rest in the Easy Sleeper bed, Eaton Smart offers the service when you need it.

Its services extend to a full range of dining options including a restaurant, Exert - a complete fitness centre and swimming pool as well as the T - the bar where guests can mingle and socialise at the heart of the property. “Our guests are primarily road warriors who spend 85% of their time on work and 15% on play. They value their leisure time highly and while on business trips our guests prefer products and services that would make them feel relaxed, refreshed and totally at home,” said Brett Butcher, Chief Executive Officer of Langham Hotels and Eaton Hotels

The new Eaton Smart and Luxe brands will benefit from an existing global distribution network including sales offices worldwide, as well as an established sales and marketing platform which includes a strong internet presence and a powerful loyalty programme.


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