Shangri-La Hotels and Resorts is exploding worldwide. Travel Agent attended a luncheon last week where Shangri-La CEO Greg Dogan unveiled its new brand campaign and announced that the company is planning to own over 100 properties in the next three years, 50 of which will be in China by 2014.
The new campaign titled, "It's in our nature," was designed to express the group's philosophy of hospitality over the past 40 years. The TV ad will launch as a 90-second film and will be followed with a 60- and 30-second cut-down on TV, in-flight, online and in movies.
Currently, 30 of the company's 68 properties are in China, which is indicative of the country's booming tourism industry. The group continues to expand as China's regions welcome more and more tourists. Slated for the next few years will be hotels in Shanghai, Macau, Chongqing, Nanjing, Qinhuangdao and Tianjin.
Shangri-La is also rolling out its new five-star lifestyle brand, Kerry Hotels, in the first quarter of 2011. The first Kerry Hotel will open in Shanghai.
Visit www.shangri-la.com.
