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Relais & Chateaux Sets Sights on Asia.
By Melanie Nayer ~ Exclusive for 4Hoteliers.com
Wednesday, 9th February 2011
 
Relais & Chateaux has built its brand on simple luxury; founded in 1954 and now hosting more than 500 members in its database, Relais & Chateaux hotels can be found in 60 countries around the world, and plans to infiltrate the Asia market are underway with more hotels for the luxury traveler.

I caught up with Stephane Junca, Director of Relais & Chateaux for Asia-Pacific, to learn a little more about what the hotel company was planning for this year, and what consumers can expect to see from Relais & Chateaux in China and throughout Asia.

Melanie Nayer: Relais & Chateaux is worldwide known as one of the most exclusive and luxurious hotel brands. How do you plan to introduce these hotels into Asia? Will the locations be remote or located in more populated areas?

Stephane Junca: The mission is to develop the network of Relais & Chateaux properties around Asia-Pacific and develop awareness for the brand and the market out of Asia. In 2006, the number of properties in Asia Pacific was limited to a couple spread between Australia and Japan. Now there are over 50 properties. Just like in Europe or US, properties were accepted for the quality of their service, their charm and character.

One of the most important qualities to Relais & Chateaux properties is the ability to offer authentic experiences. In India, for example, where the company has seven hotels, various aspects of the Indian culture are represented at the different resorts. In Thailand, Phuket offers a tropical paradise where Isan promotes the countryside and Bangkok gives a city vibe. Junca said this is one of the most important aspects when identifying ideal locations for Relais & Chateaux properties.

"We follow the same strategy as the rest of the world to develop, with the same ambition, to be able to be the best way to discover a country, from city center to countryside," he said.

Nayer: The Asia market isn't yet developed for Relais & Chateaux - what do you see are the challenges to opening in Asia, and what are the benefits?

Junca: The Asia market represents today barely 5 percent of Relais & Chateaux clientele. Better than 5 years ago, but still a small proportion when we think that 50 percent of the world population lives in Asia.

The biggest challenge is to introduce a "new" brand in the market. The potential is huge and the growth in Asian countries gives us good hope that our client base will also grow quite rapidly. This is a bet on the future.

Nayer: Canada is one of Relais & Chateaux's most profitable markets. How do you think Asia travelers will compare to Canadian/US travelers? Are the expectations the same or different?

Junca: Canada and US are mature markets - travelers know what to expect; they understand what the brand "Relais & Chateaux" means and they do not hesitate to spend some extra money for better and more personalized service,  Obviously, this is rather new [in Asia] but with time, a more mature market will emerge here, also. 

Nayer: Why Asia? What do you see are the benefits of tourism in the Asia market?

Junca: Asia is, right now, a very dynamic area and to be an international association, Relais & Chateaux needs to be represented here. We also need to "educate" western travelers to understand the Asian values, heritage and tastes.  Personally, I have been living in Asia for 15 years now and I learnt a lot in terms of hospitality and generosity. There is a natural sense of welcome here.

So what's next for Relais & Chateaux? Junca told me he predicts an additional 100 new properties in Asia to join the Relais & Chateaux family in the next 5-7 years. Said Junca, "We do not fix our target in quantity, but in quality, so wherever a property deserves to join, we will consider it."

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com

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