Excerpt from South China Morning Post
With its first hotel opening in Beijing in 2015, NUO plans to expand to cities from New York to Kuala Lumpur over the next 15 years
The world-famous Waldorf Astoria hotel in New York might now be under the control of the Chinese government – it announced in February that it had seized control of Anbang Insurance Group, which owns the hotel – but China's ambition is to set up a home-grown hotel brand that will have outlets around the world.
Spearheading the drive is the state-owned Beijing Tourism Group (BTG), which boasts over 100 hospitality, dining, fashion, transport and other industry brands.
BTG set up NUO Hotel in the city centre of Beijing in 2015 as part of its restructuring to help make Chinese brands go global. The hotel's general manager Adrian Rudin says 15 to 20 hotels under the NUO brand will be opened in 10 to 15 years in cities including Rome, Moscow, Singapore, Kuala Lumpur, Sydney, Paris, London, New York and Dubai.
"We will start off in a few key Chinese cities first, including Shanghai, Guangzhou and Shenzhen," says Rudin. "Then the brand will go overseas."
The goal is to have a hotel in each major city around the world so that Chinese national leaders can be put up in home-grown hotels on their overseas trips, says Cindy Zhu, NUO's director of marketing communications.
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