SLH Targeting Chinese Market

By Paul Joseph

Small Luxury Hotels of the World (SLH), an online directory for boutique hotels, has identified China as a key target market in its next phase of development over the coming years.

Founded in 1992 with just 70 hotels in 5 locations worldwide, the directory now boasts over 520 luxury residences across more than 70 countries, including 115 in the Asia-Pacific region.

Now SLH is pushing on in its efforts to capture the market that all luxury brands are vying to reach, with a range of initiatives design to attract Chinese consumers, including a Mandarin website and iPhone app, and a loyalty programme for Chinese Members.

Paul Kerr, SLH’s CEO, said: “All signs point to the fact that we can still expect major growth in this region despite the less than ideal economic conditions, and we believe that in order for SLH to truly benefit from this growth, we have to remain true to the tenets of our brand by continually providing unique, exceptional experiences for the most discerning of leisure travellers.

“Our main goal for 2013 can be summed up into these two words: Go China. China is our fastest growing source market and we’ve just literally opened our office in Shanghai to capitalise on the phenomenal Chinese appetite for luxury accommodation.”

SLH says that it hopes to grow its Chinese membership from its current 5,000 to 60,000 by the end of 2013.

By Paul Joseph