At GHM, we always challenge the status quo of the hotel industry and we differentiate ourselves from competitors by offering unique designs and unsurpassed luxury experiences in breathtaking locations around the world. The Chedi, one of our luxury brands, is not only highly regarded for its excellence and style, the brand also consistently outperforms its competitors and delivers superior shareholder’s value. With the birth of Tin Hotels, we now enter the vast mid-market segment. And we believe the hotel market is ready for a change. We will once again set new benchmarks for the industry by creating our hotels as design icons, social spaces with hip food outlets and a sense for social connection to the local communities. We have rethought every single aspect of the hotel business and architecture to make each hotel an exciting experience for our guests.
”The Traveller is ready for change. A truly unique Lifestyle Hotel has arrived.”
But we don’t stop with creating a great guest experience. Tin Hotels is a joint venture between GHM and hotel investment advisory firm van de Bunt Partners. The concept of Tin Hotels is one that will establish a firm following by providing what the traveller today is seeking. Based on a yield-driven business model, Tin Hotels maximises profitability by streamlining operating expenses and optimising development costs. We achieve highly efficient building layouts without compromising on design quality.
The Tin Hotels brand is designed around the two fastest growing global trends driving demand for hotel accommodation: the rapidly growing middle class segment and so-called ‘Millennials’ or ‘Generation Y’, the tech-savvy generation more attracted to individuality than to conventional hotels. The proliferation of the middle-class traveller is substantial in the Asia-Pacific region and according to Horwath’s trend reportfor 2016, “the Asia-Pacific region will already represent two-thirds of the global middle-class population and will contribute to 59% of all middle-class consumption by 2030.”
What is interesting to note about this segment is their propensity for value-for-money options when it comes to travel planning, which is made easier with technological advancements and its integration with our everyday lives. The other driver, the Millennials, is the generation with birth years ranging from the early 1980s to the early 2000s. They are expected to account for half of all travellers within the next decade. The focus of Millennials is that of interaction and connection and hence, they expect a greater link between their travels and their everyday life.
It is for this reason that many hotel brands have created new sub-brands to cater to this group’s needs. Tin Hotels’ concept focuses on both market niches, i.e. the middle class traveller as well as the Millennials. It is one that is lifestyle-focused, centring more on the stay experience than the product or service, very much in line with the current market demands and hence easily positioned as a product that will command a price premium despite its mid-tier branding.
Innovative Brand and Concept
The concept for Tin Hotels is one that is intended to re-create the current conventions of hotel accommodation for the evolving traveller, to transform the current landscape and present a new distinctiveness to the act of travel. In a nutshell, Tin Hotels create spaces in specific destinations where travellers can stay and feel a sense of connection and belonging.
Tin Hotels are spaces that attract youthful energy and the fun-lovingness in individuals. They are created enclaves founded to respect design and style without compromising the spiritedness of life and living. The overarching message that we want to ingrain in our audience is that a stay at Tin Hotels is more than a singular encounter, it becomes a sought-after experience.
For further enquiries on Tin Hotels development, please contact the following:
Dr. Peter Van De Bunt
T (+971) 4 313 2752
M (+971) 50 854 7142
Emirates Towers, Level 41, Sheikh Zayed Road P.O Box 31303 Dubai, United Arab Emirates