Prestige car brands are motoring into Asia’s luxury hotels market, driven by rising demand for iconic names, reveals the World Travel Market Global Trends Report 2012.
The Asian hotels market is booming, so upmarket brands – from sectors such as motoring and fashion – are seeking to capitalise on their cachet.
Spearheading the drive is Tonino Lamborghini, an Italian fashion and hospitality brand created by Tonino Lamborghini – the son of the founder of the famous car manufacturer.
It launched a boutique hotel in the Chinese resort of Suzhou in June 2012, in a joint venture with local developer, Join-In Group.
While not part of the luxury car manufacturer, this Italian company is building upon the strong reputation of its brand name in Asia, says the report.
Gianluca Filippi, Chief Executive of Tonino Lamborghini, said: “There is huge potential in the hospitality industry for our brand.
“We plan to open 40 five-star hotels in the next few years. The first will be in China, as for now our project is focused on Asian markets only.”
Elsewhere, Hero Motors, India’s largest motorcycle manufacturer, announced in May 2012 that it will team with Marriott’s Edition brand on a hotel project in India.
The report also says Aston Martin – arguably James Bond’s most famous car – has extended its brand licence agreement to include property developments such as villas and hotels in upmarket resorts.
Meanwhile, the doyen of handcrafted motor vehicles, Bentley, has teamed up with Starwood Hotels to debut a one-off suite in the iconic St. Regis Hotel New York. The Bentley Suite (pictured above) joins The Dior Suite and The Tiffany Suite as part of the exclusive collection of designer suites at the famous Manhattan landmark.
The suite bears all the hallmarks of a Bentley motor interior, with strong use of leather and colours set against the rich wood finishes of the handcrafted furnishings. Features in the 1,700-square foot space include a entryway foyer, one bedroom, one and a half baths, a huge dining room and living room complete with floor-to-ceiling windows on the 15th floor.
Reed Travel Exhibitions Chairman World Travel Market, Fiona Jeffery, said: “These car brands are following in the tracks of other luxury names, such as fashion’s Armani and Missoni, which have established prestigious hotels in Europe and the Middle East.”
When the world’s first Armani Hotel opened in Dubai in April 2010, it ushered in a new dawn for luxury hospitality, not just in the Middle East but worldwide.
Oozing Armani Casa’s trademark minimalist opulence, the exquisite property marked a distinct separation from the ostentatious excess of other über-luxurious rivals.
Its landmark location inside the iconic Burj Khalifa, the world’s tallest building, provides the perfect compliment to this polished palace, and reflects the close relationship between Armani and the iconic developer, Emaar Properties.
The rooms and suites are breathtakingly beautiful, with every detail bearing the fashion maestro’s design genius. Practicality and elegance, the cornerstones of Armani’s signature style, combine with precious materials and sophisticated finishes to create highly personalised spaces.
On opening the hotel instantly became the most exclusive hospitality destination in the city and set a new benchmark for those pushing the boundaries of hospitality design. The hotel also played host to the prestigious World Travel Awards Middle East Ceremony in April 2011.
Occupying floors concourse to 8 and levels 38 and 39 of Burj Khalifa, the hotel features 160 luxurious guest rooms and suites, eight innovative restaurants, exclusive retail outlets and a serene spa.
The sweeping views of Dubai’s futuristic cityscape complemented the harmonious and stylish lifestyle environment.
Every aspect of the hotel’s design and service offerings has been designed and planned by Giorgio Armani himself, from the bespoke furnishings to restaurant menus and in-room amenities.