WORLDHOTELS will soon be a hotel brand, not just a representation arm of independent hotel members, with the first WORLDHOTEL opening in Frankfurt in September/October and two others to follow in Munich and Hamburg.

Revealing this “new business development plan” of the group, Roland Jegge, WORLDHOTELS vice president Asia-Pacific, told TTG Asia e-Daily the company believed there was a gap in branding in the upscale and upper upscale hotel market which it hoped to fill with its recognised name. 

Asked to define a WORLDHOTEL hotel, Jegge said: “It offers a unique proposition to today’s 35 years to 45 years old clientele who do not want cookie-cutter hotels. It will follow our high quality standards, yet it is not standardised. Owners will continue to manage their properties; we provide the whole suite of services – from management advice to training to marketing, etc – and share a percentage of revenue with owners.”

Jegge said there would not be confusion between hotels that opt to just be represented by WORLDHOTELS and a WORLDHOTEL hotel. Currently, there are 450 affiliate properties in 250 destinations. Some may switch to become a WORLDHOTEL, but he believes the business model will open an entirely new market for the company as most of the members already have established their names. “A great hotel such as Khun Wichit’s (Na Ranong) Indigo (in Phuket), for instance, is known to tour operators and customers, but there are other new ones in the region that need a branding,” he said.

He also believes franchising is not a nightmare, provided the company works with good owners and sets high quality standards and strict quality control checks.

- Read more in TTG Asia