CEO: China still a key market for Langham

Langham Hospitality Group might have its roots in Europe where its first hotel opened in London in 1865, but most of its properties today are situated in major Asian and North American cities.

This is about to change under Stefan Leser, who took over the reins as CEO of the Hong Kong-headquartered company in May 2018.

"When I came on board, one of the things I looked at was opportunity for growth. Given my European background, it was obvious that the focus on growth was in Europe," the German said.

"This means having more Langham hotels in Europe and bringing the customer base we have, which is largely in China, Australia and North America, to the important travel destinations in Europe."

According to Leser, the group is aiming to double its current portfolio of 23 Langham hotels by 2023. This expansion, however, does not mean the group is focusing on scale as a means for growth.

"We don't have ambitions to open hundreds of hotels," Leser emphasized. "What is unique about us is our size－it gives us the ability to offer the kind of service that we do. When you're a very big chain, then you have to be very standardized and this would show in service quality."

Despite the focus on Europe, China is still very much a key market for the hospitality group, said Leser, who highlighted that the group has achieved much success in the mainland.

He noted that the Cordis resort at Dongqian Lake in Ningbo, which opened at the end of May, has "done spectacularly well after only a short period of time". Cordis is an approachable luxury hospitality brand under the Langham group.

According to the group, Cordis will open its second property in Shanghai next year at the East Bund, along with new hotels in Hangzhou and Changsha.

"Shanghai is such an amazing city. For the last 15 years that I've been traveling to the city, I'm always amazed by the development it has undergone," Leser said.

"We have a strong affinity with Chinese travelers－we understand their needs and preferences and are growing at the fastest pace in this region compared to the rest of the world," he added.

"We used to be the best kept secret, but not anymore as we aim to be the best in the industry."

Another example of how the brand values its Chinese clients is the fact that there is at least one Mandarin-speaking employee at each of the brand's hotels around the world. Most of their hotels offer a variety of Chinese cuisine as well, including its famed congee.

Leser also voiced his confidence in China's economy and the state of its hotel industry, noting that there is still more room for competition among hoteliers.

"The size of the Chinese economy and the number of affluent travelers has grown and will continue to grow," he said. "I don't think the slowing economy will be a problem. Growth goes through cycles. China is still growing, albeit at slower pace.

"We're in this industry not for a short cycle. We're here for the long run," he added. "Our company is very much committed to being in the game for not just years but decades. You will always go through certain cycles and it's nothing we're worried about."

One of the key drivers of growth, Leser said, would be the group's commitment to service quality as reflected in its new "Celebrate the Everyday" campaign. Launched in May, the campaign revolves around how the hospitality group is focusing on the importance of creating memorable moments for its guests and its "playful" nature.

"When you come to any of our hotels you can feel the nature and character of the people. There is an unpretentiousness and playfulness," he said. "Even though we are delivering a sincere service, it doesn't mean we have to be stiff. We can still be fun."