Langham Hospitality Group has unveiled Ying’nFlo, a new lifestyle brand aimed at Millennial and Generation Z travellers.
The first hotel under the upper midscale select service concept has opened in Hong Kong’s Wanchai district, with a property also under development in Xiamen as part of a dual-branded project.
According to Langham Ying’nFlo “is designed as a place which feels like a friend’s apartment, only better”, with “spaces for inquisitive, urban travellers looking for a practical, well-designed place to stay, for whom standard hotel offerings are not the answer”.
The group also referred to the brand as “a playground for emerging artists and musicians, curating stories that resonate with their generation”, with hotels playing host to urban art experiences – for example an outdoor mural at the Hong Kong property by Berlin-based artist, Josephine Rais.
There is an app allowing guests to check in, access their digital keycard and control in-room amenities including the TV, lighting and air condition, and to charge in-hotel purchases from vending machines and cafes to their room.
Signature facilities include “a powerful shower, comfy bed, fast and reliable wifi, as well as a laundry station, smart home features, great coffee and breakfast”.
Langham said that it was in discussion “to secure multiple sites for development in the very near future”, and aims to rapidly expand the brand in the Asia-Pacific region.
Ying’nFlo joins the core Langham Hotels and Resorts brand, as well as Cordis Hotels and Resorts, an upscale brand which was launched in 2015 but which has been slow to expand, with just six properties listed on the group’s website.
Commenting on the news Brett Butcher, chief executive officer, Langham Hospitality Group, said:
“Ying’nFlo is a bold colourful canvas for the younger urban travellers, at an affordable price. It’s a smart guest experience for a generation that has grown up with digital. The concept combines simple stylish design with brilliant basics which are efficiently executed with a strong social vibe.”
“We will locate Ying’nFlo in destinations where our guests want to travel. These locations would be the front door to cultural, entertainment and tech hub districts.
“There is a strong opportunity to grow Ying’nFlo in Asia-Pacific and beyond where 50 per cent of the population are millennials or GenZers.”
“In an ever-changing digital era, the Millennials and GenZers are hyperconnected digital natives. who are seeking a level of personalization, authenticity, and digital touchpoints from a hospitality brand that they can call their own.
“Ying’nFlo offers this with a level of comfort and relaxation which gives this new generation of globally-minded adventure seekers room to explore their creativity.”
