Langham looking to selectively – not aggressively – grow in Europe: Loraine Berry [Video]

by | Sep 15, 2019 | Experts

Langham Hospitality Group wants to bring back its European heritage and grow its brands in key gateway cities in the old continent, says Loraine Berry, VP Development Europe & Middle East, Langham Hotels International.

Their story began in Europe; they expanded around the world; and now they yearn to rediscover their European heritage.

The Langham Hospitality Group takes its name from the legendary Langham in London, widely recognized as Europe’s first Grand Hotel.

A wholly-owned subsidiary of Great Eagle Holdings, the group under the Langham Hotels & Resorts and Cordis Hotels brands has more than 30 projects currently either confirmed or in a developed stage of negotiations from Asia, Europe and North America to the Middle East.

On the sidelines of TOPHOTELWORLDTOUR Barcelona, Lorraine Berry, VP Development Europe & Middle East, Langham Hotels International, spoke to TOPHOTELNEWS about how the hotel group wants to come back to Europe and grow in the old continent – albeit selectively.

The recent news about Langham Hospitality Group managing The Langham Nymphenburg Residence in Munich is but a taste of things to come.

Langham bringing back its European heritage

Berry: Langham Hospitality Group was born almost two decades ago with our acquiring the Langham in London which is now our flagship in the UK. From there, we’ve grown our portfolio of brands and hotels in various locations across Asia, China, Hong Kong predominantly as well as Australia and America.

Now, we are looking to come back to the continent and really bring back our European heritage and look into our growth in Europe as well as the Middle East.

Langham’s key gateway cities in Europe

Berry: Predominantly, we’re looking to grow our brand through acquisitions in key gateway cities in Europe. For example, cities such as Paris, Barcelona, Madrid, Rome, Milan, Venice, Prague or Vienna are key cities in which we would like to have a presence.

Where we’ve grown our brands — in Australia, US, and China — our clients are asking us where our hotels are going to be here in Europe. So those are our key focuses now. It could be acquisitions in some key gateway cities, working with third partners, with investors or development partners to grow our brand through management contracts.

Langham not looking for aggressive growth

Berry: We’re not looking for aggressive growth because we like to be very selective in terms of really making an impact of where Langham should be in these key gateway cities. We really want to make an impact on people know who Langham are. For the brand to really represent us, any potential hotels will need to be in a prime location. We have facilities such as great F&B outlets. It creates a luxurious destination where they can experience the city in.

So, I guess, in the next five to 10 years, Langham is looking at another 30 hotels, potentially. But all very selective, with selective partners and in key destinations.

Thoughts on TOPHOTELWORLDTOUR

Berry: It’s been a fantastic event not only to network but also to develop contacts and connections. It’s been great to talk to like-minded industry colleagues about what’s happening in the marketplace, what’s happening in the trends of hospitality and it’s just such a great forum to have the time to actually speak to people and get some face time. I enjoyed getting to know a bit more about companies and to see how we can work together moving forward and make hospitality a better, more exciting sector in the future.

Lorraine Berry was a delegate at TOPHOTELWORLDTOUR Barcelona 2019. To attend, address or sponsor our boutique hospitality networking events around the world, contact TOPHOTELPROJECTS Head of Global Events & Conferences Kayley van der Velde

Langham Hospitality Group encompasses a family of distinctive hospitality brands which include hotels, resorts, residential serviced apartments, restaurants and spas, located on four continents.

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