Thai hotel operator BHMAsia rebrands for larger hotels and spas in China
by Helen Andrews | 01 Jul 2014
BHMAsia opened its River Kwai destination under the company's X2 brand / BHMAsia
Thai hotel management company Boutique Hospitality Management Asia has changed its name to Bespoke Hospitality Management Asia (BHMAsia still) to diversify away from the boutique sector and allow it to focus on larger developments.
BHMAsia told Travel Daily that it will now be able to consider larger properties of between 100 and 300 rooms. The company is also developing a new luxury spa brand called Yan Spa – which will focus primarily on the Chinese market. The company has five Yan Spas in the pipeline, including two in Shanghai and one in Hainan.
“We have decided to change our name in line with our expanding business operations, which now include resorts, hotels, villas, apartments, residential projects and spas,” Anthony McDonald, CEO of BHMAsia told Travel Daily. “The name change highlights a growth in the scale of our business operations. We have talked with many property owners who are keen to deliver boutique experiences in large-scale projects.”
The company’s existing X2 brand is an option for larger hotels and the CASE brand will be developed for midscale business hotels.
“We believe that this change will deliver us good business, not only from within Thailand but also from other countries. This is a chance for great business growth with our absolute hospitality solution service,” McDonald added.
“It has been a great success for us with our design resort brand X2 with properties in Kui Buri, Samui, Chiang Mai, Sydney, River Kwai – and projects near completion in Phuket and Hat Yai,” said Frederic Garnier, BHMAsia’s director of operations and development.
“Our business development will be focusing on larger projects later this year and will enhance our brands, especially X2,” Garnier continued. “This year we are making Bangkok our priority.”
BHMAsia said it has no concrete plans for a hotel in Bangkok.
Thai hotel management company Boutique Hospitality Management Asia has changed its name to Bespoke Hospitality Management Asia (BHMAsia still) to diversify away from the boutique sector and allow it to focus on larger developments. BHMAsia told Travel Daily that it will now be able to consider larger properties of between 100 and 300 rooms. The company is also developing a new luxury spa brand called Yan Spa – which will
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