Bangkok-based hotelier BHMAsia has signed a new partnership with France’s Louvre Hotel Group that will lead to the development of both companies’ brands.
The new agreement marks the latest stage in a major expansion effort for BHMAsia, which is in the process of boosting its portfolio of X2 hotel to up to 30 locations across the region. The company will now represent Louvre in Thailand, identifying opportunities for the growth of the Golden Tulip brand, alongside its own hotel products.
In return, Louvre will look to introduce the X2 brand to its global network, potentially including Indonesia where the European hotel company recently signed a major development deal.
“We are pleased to add the management of Louvre hotel groups brand, including the Golden Tulip brand to our portfolio,” said Anthony McDonald, CEO of BHMAsia. “It is a great opportunity to represent one of the largest hotel chains from Europe. We see the potential growth for the hospitality business here in Thailand.
“With this partnership, we are not only representing the Louvre Hotels Group European brands in Thailand but also expanding our X2 design hotel brand to Asia and Europe through Louvre Hotels Group’s global network.
“We are initially working with them to represent our X2 brand in Indonesia and as part of our strategy to have 30 X2 properties in the region by 2019,” McDonald added.
Mark Van Ogtrop, managing director of Golden Tulip Southeast Asia, said he wanted to “establish strong brand recognition and expand our business” in Thailand.
“At the moment, we have over 30 projects in Indonesia and I believe that working with BHMAsia will bring similar success to us for Thailand market,” he commented.
Under its Tulip Inn, Golden Tulip and Royal Tulip, Louvre now operates more than 1,100 hotels in 47 countries, including four in Thailand. BHMAsia meanwhile, operates almost 20 hotels in Asia Pacific, with many more in the pipeline.