Chinachem Group elevates brand experience with the launch of Nina Hospitality

Chinachem Group has rebranded its hospitality arm from L'hotel Group to Nina Hospitality, including a new brand promise with three pillars and a new website. 

The group said the new identity reflects the brand’s promise of "Elevating the Everyday" through personalised experiences across its properties. Aimed at showcasing the passion and dedication to Asian hospitality, Nina Hospitality includes three brand pillars: generosity, social and homelike comfort. 

“The hospitality industry has undergone unprecedented changes in 2020 and travellers’ standards have shifted to expect flexible offerings and personalised service," said Donald Choi, executive director and CEO of Chinachem Group.

Meanwhile, Nina Hospitality has also revealed the new elevated corporate brand identity that includes two brands: Nina Hotels and Lodgewood by Nina Hospitality. To strengthen brand awareness, a new logo has been introduced to showcase two arms embracing to form the letter "N" in soft and flowing curves, offering guests a warm welcome with a sleek, modern design.

To celebrate the rebranding, the group has rolled out an array of offerings such as a staycation package consisting of an exclusive one-on-one private experience with master chefs and baristas. Choi adds that the company plans to expand its business across top-tier cities in China and the Greater Bay Area. 

"Nina Hospitality is dedicated to satisfying our guests with a range of bespoke services to create moments that feel like home in city locations that make the travel experience more enjoyable and convenient. Our spaces are created to allow people to thrive in a comfortable environment," commented Choi.

Meanwhile, Choi said the group's hotels had only up to 30% of occupancy at the beginning of last year, while the banquet business decreased by 70% year-over-year too. However, as the staycation concept has been welcomed by Hongkongers, the occupancy of hotels now reaches about 70%, with some smaller-scale hotels enjoying a 90% of occupancy.