China Checks Into Branded Entertainment

As we've reported, China's economy keeps chugging along and, with it, high-end hoteliers are finding the country to be fertile ground for growth. Now the challenge is for one homegrown luxury hotel brand to differentiate itself from its competitors, including international hotel groups, in the nation's booming hospitality business.

Swire's flagship property, The Opposite House, is one of those hotels. It is located in Beijing's Sanlitun Village, a tony open-plan shopping, dining and entertainment destination developed by Hong Kong-based Swire Properties, and established Swire Hotels to manage its urban hotels in mainland China, Hong Kong, and the UK.

As Swire's first hotel, it boasts 99 guest studios, 9 spacious suites, and a penthouse duplex with a roof terrace. It's also inspiring Swire to pioneer branded entertainment in China, in step with international luxury brands such as Dior also looking to communicate their brand essence with cinematic flair.

In an unusual marketing ploy to set itself apart, Swire is promoting the luxury boutique hotel by releasing Short Stays, a suite of three short films it commissioned from some of China's leading filmmakers.Continue reading...