“Modern oriental hospitality” is the core philosophy that New World Hospitality is using to underline its New World Hotels flagship brand’s repositioning. The newly created entity is an offshoot of the 20-year-old New World Group.

The initiative, according to a statement from the company, seeks to “feature the best of the region’s hospitality traditions and the values they spring from, but extends them in a refreshingly engaging and natural way”.

Sonia Cheng, executive vice-chairman of New World Hospitality, told Business Traveller they would focus on developing a company culture where service delivery would be highly personalised and staff potential be allowed ample opportunities to evolve. “We want to build strong relationships with our customers, our employees and our community,” she said.

Currently, the group has eight existing properties in China, the Philippines and Vietnam. But its pipeline, consisting of over 20 projects currently under development – totaling an investment of US$1 billion – is kick starting an aggressive programme to establish itself as an influential player in the regional and international lodging industry. Portfolio additions announced this week include New World Hotels in Guiyang (2011), Beijing (2012); Shenyang (2013), and Qingyuan (2014).

By 2015, the number of New World Hotels is targeted to more than double.

The company also manages the select-service brand, pentahotels, currently represented in Shanghai, and is also in the process of coming up with a new premium luxury tier whose details will be revealed some time next year.

The refreshed New World Hotels’ logo is now that of a Mulburry tree, whose fruit spawned the threads used in making silk, the symbol in China of care, craftsmanship and enduring quest for quality – “virtues” that the chain says it is keen “to extend to all who visit us”.

New World Hotels’ redesigned website is at newworldhotels.com

Margie T Logarta