Zendai is a new luxury hotel brand 'made in China' - can you tell us about the origins of the company and its objectives?

Zendai started as a real estate and finance company and is currently listed on the Hong Kong and Shanghai stock exchanges. It was founded by Mr. Dai Zhi Kang who has made it his life mission to promote the Chinese lifestyle. It’s his goal to infuse modern business with art, and culture to elevate people’s mind and spirit. The Himalayas Centre, and the two hotels within it, Zendai Hotel Yin and Zendai Art Hotel, are the flagships for his vision; to promote Chinese art and culture through the centre. 

 

You will open two different hotels at the same location. What it is the strategy behind this, and how will the two hotels complement each other?

The two hotels serve different markets and are quite different in character. But they compliment each other very well since Zendai Hotel Yin is strongly focused on promoting Chinese traditional culture, and Zendai Art Hotel, as it’s name suggests, will be a delightful experience for art lovers.

 

Zendai Hotel Yin is an urban retreat with round-the-clock butler service, a Traditional Chinese Medicine wellness centre, and an average room size of over 70 sqm. In addition to the wellness centre, one of the main attractions will be it’s Tea House, which will stage Chinese Opera and other traditional performing arts daily. It’s positioning is right at the top of the luxury hotel market. Zendai Art Hotel is well equipped to serve the 5-star business market with 1,700 square metres of events space, 313 rooms, which include 19 Hospitality Suites of 90-100 sqm. These suites are designed for exclusive exhibitions, product launches, private events and meetings. There is also an 864 sqm Grand Ballroom with a 12-metre high ceiling, a 500 sqm Junior Ballroom and four other function rooms. Throughout the public spaces of the hotel will be art exhibitions from some of China’s leading and upcoming artists.  Our team has been working extremely hard to create multimedia displays that will compliment and enhance the overall experience. 

 

The strategy is to stay away from the chain model, to be unique and memorable, and to fill a niche in the market.  KCA International (who designed the interiors for the Burj Al Arab in Dubai) have done an amazing job with the interior decoration, ensuring that it has a very strong Chinese influence.  Some hotels have made slight concessions to being in China, we are a thoroughly Chinese brand that is going to exemplify the best of modern Chinese hospitality.  

What client profiles will you be targeting for the two hotels, and how will you approach the international/domestic marketing conundrum that is vexing many international hotel operators?

Zendai Hotel Yin’s customer base is going to be high-end clientele, people who are looking for a full retreat experience that goes beyond having a place to stay. I think the TCM aspect of our wellness centre will be an enriching experience for the first-time client, and will be a welcome treat for the TCM enthusiasts looking for an exclusive surrounding.

Zendai Art Hotel’s customers will be more in the business market, because we’re so close to the Liujiazui business and financial district, Jingqiao Export Processing Zone and Zhangjiang High Tech. Being adjacent to the Shanghai New International Expo Centre will, of course, be extremely convenient for those here attending trade shows.  

We’re focusing our marketing strategy on a mix of international marketing consortiums, a strong online presence, and local networks. For example, Zendai Art Hotel is now a member of The Preferred Hotel Group, and we expect to confirm Zendai Hotel Yin’s participation in another group soon. That gives us access to a network of international travel agents, corporate groups, and individuals. Locally we are making excellent connections with the community and local businesses.

 

The hotels will open in 2010, a very busy year for new hotel openings in Shanghai. How will Zendai position itself in an increasingly congested upper-tier hotel market?

Both Zendai Art Hotel and Zendai Hotel Yin will have the best of all of the expected hardware and services found in all of the upper-tier hotels, but all of it will have a strong artistic element and Chinese background.  

Guests looking to experience ‘real China’ in 2010 when they come to visit the Expo or to do business will not be disappointed.  Our service quality is going to be top notch, and we’re going to show the exceptional talent that China has to offer by consistently delivering a top-quality hotel experience.

 

Although many hotels are being opened in time for World Expo 2010, longer term planning is critical. What is Zendai's approach to the post-Expo Shanghai hotel market?

In our target markets for both hotels, we will ensure that they enjoy a high profile and are a known presence in the community. We are confident that with our high level of service and our outstanding and really quite diverse events spaces and facilities, combined with all the fantastic cultural venues in the Himalayas Centre – the museum, and the theatre, we’re going to have a lot to offer over the long term. 

To ensure consistently high standards of service over the long term, we have a 4,500 sqm training centre and dormitory that will be a permanent support and a means of attracting, developing and retaining quality staff.

The Expo is, of course, going to be a huge opportunity for us, and a way to get our name out there.  But we’re really planning a long-term strategy for long-term commitments.