Bangkok, Thailand – Belmond Ltd, part of the world's leading luxury group LVMH Moët Hennessy Louis Vuitton, announces the introduction of 贝梦德 (BEI MENG DE) its name in Chinese - meaning dream and virtue - the name lays the platform for a new direction for the brand as it sets its intentions on China with plans to ramp up its in-market presence with increased sales, marketing and PR efforts tailored exclusively for the Chinese market.
During the virtual press event on 23rd June, Roeland Vos, Chief Executive Officer, introduced Iain Langridge who took up his post as Managing Director for Asia Pacific in March 2020, further signalling Belmond’s commitment to building its presence and footprint in the region.
“China represents an expanding market of passionate travellers seeking exceptional travel experiences, and Belmond is on a mission to deliver incomparable genuine travel. We are deeply committed to strengthening the close tie that exists between China and LVMH Maisons and - from today, we will be working hard to take our strategic commercial and cultural partnership to the next level”
“We are extremely proud of where we have come from. We are humbled to be part of the world’s leading luxury group. And now, backed by LVMH, we are more excited than ever as we look ahead to our future -- and prepare to take our brand to new heights. When we think about that future, we of course think of China,” said Langridge.
Backed by the support of LVMH, the company is also actively looking to enter the market with a flagship product and have a strong preference to do so with a trusted and experienced local partner.
“Not only does Greater China offer exciting opportunities to provide unique hotel experiences for our guests, the expansive rail infrastructure makes a compelling case for connecting several one-of-a-kind destinations across the region with a luxury sleeper train, an area where Belmond has special expertise. Such a combination would provide a truly seamless luxury travel experience for our travellers to China”
The introduction of the company’s Chinese name 贝梦德 (BEI MENG DE) bears the meaning of dream and virtue, drawing on similarities in the values that Belmond and the discerning Chinese traveller uphold.
The company announced it will ramp up its in-market presence as it rolls out sales, marketing and PR activities with campaigns tailored exclusively for the growing markets in Greater China. The company will also be hiring a growing number of Chinese-speaking associates across its global portfolio.
Belmond Southeast Asian products gear up to reopen from July
Belmond also announced that four of their five hotels in Southeast Asia – Napasai, a Belmond hotel. Koh Samui, Thailand; Jimbaran Puri, a Belmond hotel, Bali, Indonesia; La Residence Phou Vao, a Belmond hotel, Luang Prabang, Laos and Governor’s Residence, a Belmond hotel, Yangon, Myanmar will reopen its doors again on July 1st. At the end of September, Belmond will also resume the service for its iconic train Eastern & Oriental Express, a Belmond train, SouthEast Asia and reopen La Residence D’Angkor, a Belmond hotel, Siem Reap.
Prior to the reopening, all the properties will undergo a deep clean by their highly-trained employees, following the company’s established pre-opening procedures, and further specific measures designed to protect against COVID-19. Across the globe and starting this summer, Belmond will be rolling out a mobile application that will allow its guests to complete the pre-check-in process, make in-house restaurant reservations, view dining menus, and in some properties, order in-room services.
In July, Belmond will launch a regional campaign with family-tailored packages.
“More than ever, our guests are yearning for private escapes, with an added touch of Belmond hospitality. Belmond definitely has an advantage with many of our properties in Southeast Asia offering private escapes and stand-alone villas that perfectly combine privacy and intimacy with the signature Belmond experiences,” concluded Samantha Strawford, Brand Communications Director, Global.
