Le Meridien launches the Three 'C's

Central China is where the country's first civilizations were founded, and Le Meridien has chosen to launch a brand new hotel in Zhengzhou, Henan province. Pauline D. Loh examines the reasons for the venue.

Branding a hotel in a competitive market such as China is a challenge, and it needs wit and wisdom to think up unique selling points that will persuade guests to come.

That the Le Meridien group should choose to launch its first hotel in Central China in Zhengzhou seemed puzzling at first, but once we understood the rationale we were left wondering why no one thought of it before.