Face-to-Face: Yenn Wong, Owner, JIA Hotels
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How did you first, become involved in hospitality?
I’ve always been fascinated by hotels, having travelled extensively since childhood. My family’s company, PC Asia, purchased the 25-storey Causeway Bay building in 2001. I was in Singapore and my dad told me to go to HK to look at the opportunities it may hold. At that time, it was a two-star hostel. I looked at the environment, not exactly chic, but with lots of character and full of the HK flavour. I knew it was the perfect opportunity to create an exciting and innovative hotel development – something which is aesthetically beautiful and provides a fun experience for people.
At that time, there were many five-star hotels and I thought, ‘HK is a trend leader in Asia, like the New York of Asia, we should have a really cool boutique hotel!’ The location was perfect, and had everything you want to see is in Causeway Bay, from great shopping to a huge choice of restaurants.
Having known of Philippe Starck’s reputation for designing unique boutique hotels, I decided to approach Yoo – the London-based design company owned by Starck and John Hitchcox, the property developer credited with bringing “loft living” to London – and the concept for JIA was born.
What inspired the brand concept?
The word JIA means ‘home’ in Mandarin. Our concept was to create a collection of fresh, intimate and chic residential-style boutique hotels for design-conscious and savvy travellers who seek high standards of comfort and personal attention without formality or intrusion.
Quietly theatrical, eclectic, warm and sexy spaces are infused with a sense of fun. While JIA rooms are provided with the latest technologies, we design them as a ‘cocoon’, not an office – they are a place to unwind.
Our management philosophy is based on a series of simple but vital concepts - knowledgeable, decisive service, a welcoming attitude, preparation and detail, and caring, yet non-intrusive service.
With so much growth in China’s hotel sector, how are JIA’s boutique properties able to compete with large international chains?
I believe that we offer a unique hotel experience - one which is more intimate and relaxing. There are a growing number of travellers who want to get away from the predictability and formality of conventional hotels and this is the market that we primarily focus on: aged 20-50, mid- to upper-income travellers looking for a different, more intimate hotel experience.
Some of the facilities and services that set us apart include: more privacy as our lobby is only for JIA residents; an element of fun; eclectic/quirky design; full home entertainment system in every room; and rooms designed like apartments with fully equipped kitchens. ‘Home Delivery’, our Room Service concept, allows guests to order local specialties from selected restaurants nearby.
We also offer a multitude of complimentary extras, including cooked breakfast, broadband/WIFI throughout hotel, free use of business centre and conference room, self-laundry facilities, a lobby where guests can help themselves to soft beverages, afternoon cakes and evening wine.
There are now JIA properties in Hong Kong and Shanghai - do you plan to expand the brand into new locations?
We are planning other projects in China and elsewhere but are unable to give you more details at this point as they are still in negotiation stage. I would like to explain that JIA is more focused on getting projects that truly fit our brand personality rather than expanding for the sake of expansion.
You have achieved a great deal so early in your career - to what do you attribute your success, and what does the future hold?
I was fortunate enough to be given an opportunity to be involved with my family business at a very early age but I firmly believe that no matter how lucky you may be, commitment and passion are the basic requirements to the road to success.
While I am involved with other businesses, hotels are definitely my passion and I am focusing on this area for the immediate future. As mentioned above I am currently negotiating on other hotel projects and also working on a new concept but I’m unable to give you details at this point.
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