GHM launches Tin Hotels
GHM has joined with van de Bunt Partners to launch Tin Hotels, a mid-market brand of accommodations set to revolutionise the concept of lifestyle travel.
The move into the mid-tier market by the luxury hotel operator was fuelled by both the travel preferences in the dominant consumers’ demographics, as well as by GHM’s recognition of marrying relevance and its expertise in the current market situation.
Hans R. Jenni, GHM’s co-founder and president comments: “We want to challenge the status quo and bring the pursuit of excellence and style to the mid-market tier. We will create hotels that are not merely places to stay, but function as venues to connect: as social hubs, design spaces or simply, places to be seen at. This will be a new chapter in the history of GHM.”
The concept for Tin Hotels is aimed at the travel trends of the growing middle-class population and millennials, who seek an enriching lifestyle-based travel experience that fulfils beyond the product and service, at a value proposition that sets it apart.
The brand will understand and reflect the lifestyle needs of its customers – offering breathtaking designs, a consciousness and appreciation of local art and culture, an awareness of the larger eco-environment – so that its products and services connect each guest to these same ethos, creating a sense of belonging to the Tin Hotels culture.
Beyond these broad conceptual ideals, Tin Hotels’ business model is also one that will be attractive for investors: it is yield-driven and optimised for efficiency from the onset.
Peter van de Bunt, Managing Director of van de Bunt Partners, adds: “GHM is known in the luxury hospitality market for its innovation, design and elegance. This partnership for Tin Hotels intends to employ their expertise in a segment that has great potential to evolve beyond the mediocre.”
The Tin Hotels team aims to expand swiftly, starting with the launch of its first hotels in Dubai and Oman, aiming to grow within the Gulf region over the course of the next few years, before reaching its target of 35 properties in 2022.
