Langham Hospitality Group, Hong Kong, has introduced a new upscale global hotel brand: Cordis Hotels and Resorts. Cordis aptly derives its name from the Latin term meaning “heart.” The holistic concept focuses on the core pillars of intuitive service, connectivity, sophistication and a sense of community.
Langham CEO Robert Warman told HOTELS exclusively this week that the brand will be developed through a combination of new-build and conversion projects in key cities in Asia and North America with the first hotel expected to fly the Cordis flag this May in Hong Kong.
Cordis has already signed management agreements and letters of intent to open eight hotels in seven cities within the next three years. Apart from the Hong Kong hotel, the portfolio includes two hotels in Shanghai and one each in Bali, Colombo, Sri Lanka, as well as Nanjing, Qingdao and Zhaoqing in China. Other cities targeted for future Cordis hotels include London, New York, Miami, Los Angeles, Orlando, San Francisco, Dubai, Singapore and Bangkok. “I think we can develop 25 over four to five years. It’s especially a value proposition in China,” Warman said.
“Building on the successes of Langham Hotels and Resorts, we saw the need to create a collection of international upscale hotels and resorts that will deliver what our guests desire: personalized and efficient services, seamless technology, and authentic experiences in the best locations around the world,” Warman said, adding that he very optimistic about the brand’s growth potential.
“As there are financial, cost-efficient benefits to developing hotels in the upscale tier, the time is right for us to enter high density markets such as North America and especially in China where there is a rising middle class, increasing domestic and international travel, and higher consumption levels. We see Cordis as complimentary to our existing portfolio and a real opportunity to have multiple properties in new markets in the coming years.”
Warman told HOTELS that more locations can support the Cordis brand and the group can grow it without compromising its luxury Langham brand, adding that the company has development resources and infrastructure in place in North America, as well as gateways in Europe.
In fact, the group just appointed Phil Keb as executive vice president of development – The Americas and Europe. Keb was previously Keb was responsible for leading development activities for Commune Hotels in San Francisco.
Warman also did not rule out a portfolio acquisition to spur Cordis growth and his team has pursued opportunities in Euripe, but he added that to date prices have not met Langham’s criteria. “And we don’t want to acquire where the brand will not be secure,” Warman said.