EXPANSION PLAN

Anoushka Kumar | Xi Liao | Emily Mayer | Junwen Wu

LXMT 776 | Summer 2022 | Project 1 | Group 1 | Prof. Cannata
 CONTENTS
PROJECT PROPOSAL 4 KEY FACTORS 67-69
GROUP MEMBER ROLES 6 BRAND EXPANSION 71
INTRODUCTION 7-10 CHARACTERISTICS 72-75
TRENDS 11-13 VALUE PROPOSITION 76-82
LOCATION EXPANSION PLAN 14-20 BRAND POSITIONING STRATEGY 83-86
BUSINESS MODEL 22-24 UNIQUE SELLING POINT 87-90
SITUATIONAL ANALYSIS 25 STATEMENT 91
SWOT ANALYSIS 26-29 MARKETING MIX 92
PESTEL ANALYSIS 30-31 PLACEMENT 93
TREND ANALYSIS 32-34 PRICE 94
PORTER'S FIVE FORCES 35-36 PROMOTION 95-97
INDUSTRY BEST PRACTICES 37-40 CONTRACTS AND APPROVALS 98
BELMOND BEST PRACTICES 41-45 CONSTRUCTION IDEAS 99-100
KEY SUCCESS FACTORS 46 STAFFING 101-102
TARGET CONSUMER ANALYSIS 47 FURNISHING 103-104
LIFESTYLE ANALYSIS 50-52 REFERENCES 105
BEHAVIORAL ANALYSIS 53-55
COMPETITIVE ANALYSIS 56-66
 Part 1
Brand Selection and
Project Proposal
 PROJECT PROPOSAL

Luxury hotels are now expanding their horizon and focusing on all aspects of travel rather than just hotel stays. They
are trying to provide all luxury travelers with one place to visit to get all the travel essentials like cruises, safari, tours,
restaurants, etc. This will create a sense of ease for all travelers when selecting a hotel or destination to travel to.

We went across all the luxury hotels around the world. "Belmond" stood out in front of all the ones we researched.
Belmond comes under LVMH house and is known to be under the world's greatest travel adventures. Belmond
currently has 49 iconic hotels, river cruises, and trains in 24 countries.

Considering China to be the highest consumer of luxury, we decided of venturing into China as our global
geographical expansion. The Chinese travel market is the highest after the COVID pandemic. According to various
studies and research, we went through we finally categorized five locations in China for the expansion.

We will further put it down to one expansion in the Chinese Travel Market. These locations are selected according to
the various travel collection Belmond comprises of. Private Villas, Custom Local travel, and leisure packages are
current preferences of the traveler. They would still book a trip even if later they have to modify or cancel the trip.
Taking into consideration all these factors we came up with Belmond's expansion in the Chinese travel market.
 GROUP MEMBER ROLES

Anoushka Kumar Emily Mayer Junwen Wu Xi Liao

Responsible for the overall Responsible for overseeing Responsible for data Responsible for ppt layout
direction of the project, project progress and analysis and target and assignment submission,
assisting with market focusing on service planning customers in China market assisting with research, and
research and strategic and management of the and actively completing completing assigned work.
brand planning. brand. assigned tasks.
Began in 1976

They received the keys to the legendary Cipriani

One year later they began collecting carriages for

Venice Simplon-Orient-Express

Launched in 1982

Belmond joined LVMH in April 2019

They are currently in the industry of the world's

greatest travel adventures

Now the collection includes hotels, trains, river

cruises, and safari lodges in stunning destinations
 EXPERIENCES

HOTELS SAFARIS TRAINS

 EXPERIENCES

RIVER CRUISES RESTAURANTS PACKAGE & TOURS

NO PRESENCE IN CHINA
2022
TRAVEL TRENDS
Desired Details

Safety

Privacy

Customization

Hyperlocal connection

Flexibility
 BRAND EXPANSION
In a recent American Express survey, 70% of
respondents are interested in cultural immersion and
taking a tour on future trips

Card Members are requesting private jets, private

islands, personal yachting crews, large villas and
estates, private chefs, etc

And 74% of respondents agree they are willing to book

a trip for 2022 even if they might have to cancel or
74%
modify it later
 BRAND EXPANSION

PRIVATE VILLAS CUSTOM LOCAL TOURS BLEISURE PACKAGES

LOCATION EXPANSION PLAN
CHINESE TRAVEL MARKET

Various factors affect

willingness to travel
internationally. Most people
choose to travel domestically.

The most popular travel trend

is beach and resort trips, and
the second most popular is
visiting cultural or historical
sites.
LOCATION RESEARCH
Hainan:
Hainan is one of the famous tourist
attractions in China and the first choice of
most people for a beach vacation. With its
largest duty-free stores and tourist
shopping areas in China, luxury hotels in
Hainan are extremely competitive.
LOCATION RESEARCH
Yunnan:
Yunnan is blessed with wonderful natural
beauty as well as cultural monuments, and
its climate is pleasant and warm all year
round. Most of the popular luxury hotels in
Yunnan are built in an antique style and
follow traditional Chinese aesthetics.
LOCATION RESEARCH
Qinhuangdao:
Qinhuangdao is famous coastal tourism,
leisure, and vacation destination in China.
Its thriving coastline offers inspiring
coastal sojourn experiences, and the
Marriott Resort & Spa had its grand
opening in May this year.
LOCATION RESEARCH
Zhoushan:
Zhoushan is a very unique place and the
city with the largest number of islands in
China, which also makes it one of the
richest areas in China in terms of tourism
resources. Many luxury hotels have been
stationed in Zhoushan in recent years.
LOCATION RESEARCH
Beihai:
The North Sea has a pleasant climate and
enchanting scenery, and because of its
maritime monsoon climate, it has long
summers and no winters. Many luxury
hotels have also started to focus on this
popular travel destination.
 Part 2
Company Analysis
BUSINESS
MODEL
Key Partners
Third-party booking sites
Travel agents
Airlines
Audio-visual product supplier
Toiletries supplier
Food & beverage supplier
Local tourist office
LVMH
Key Activities
An Ape Tour of Taormina
Cruise the Amalfi Coast
Sail the Venice Lagoon aboard the
timeless Edipo Re
The Ultimate Train Tour of
Southeast Asia
Machu Picchu at First Light

Key Resourcess Value Propositions

Brand heritage Exceptional experiences
Friendly service Remarkable destinations
Fine-dining Pioneering spirit
Enrichment activities Passion for authenticity
Tour Packages Responsibility
Destinations Exclusivity
Customer Relationships Cost Structure
User-Generated Content Renovation costs
Customer Experience Marketing Fixed asset costs
Social media marketing Management costs
Personalization Marketing Operating costs
Artificial Intelligence (AI) Employee Salaries
Regular contacts Third party cooperation fees
Tax/Audit

Customer Segments
Leisure travelers Revenue Streams
Business travelers Suites
Weddings/Honeymoons Restaurants
Meetings/Events Spa
Tour packages
Event hosting
Distribution Channels
Official website
Online booking channels
Travel agents
Social medias
SITUATIONAL
ANALYSIS
 S
Strengths
High customer satisfaction
Stable supply chain
Resourceful: Belmond was acquired by LVMH,
a luxury group whose significant collective
resources are a strong foundation.
Good financial capacity: The company is
committed to expanding and investing in its own
future and is in a strong asset position.
Social media: Belmond has a strong presence
on social media with millions of followers.
 W
Weaknesses
High Costs: Belmond has very high costs for
service, sales, administration, etc.
Lack of Chinese assets: Although Belmond has
a large number of properties worldwide, it has
not developed the Chinese market.
Weak marketing concept: Although Belmond
has a large presence on social media, they
need a stronger marketing concept.
 O
Opportunities
Expansion: Seeking to grow its hotel collection
in the world's major cities, as well as entering
new resort markets.
Chinese market: China travel reports show a
40% increase in tourist acceptance of luxury
hotels compared to previous years.
Trends: Belmond can capitalize on trends in the
hospitality industry to attract more consumers,
including the use of technology and
personalized experiences.
 T
Threats
Industry competition: In addition to the high-end
brands already in the market, even within LVMH,
there is significant competition from hotels such
as Cheval Blanc.
Chinese market visibility: There are already
many high-profile competitors in the Chinese
luxury hotel market, and Belmond's entry will
increase competition.
Customer Loyalty: Customer loyalty will affect
Belmond's market expansion compared to other
hotels with greater brand recognition.
 P E
Political
Taxation: tax rates and incentives
Wage legislation: minimum wage
and overtime
The standard corporate income
tax rate is 25%; however, the
Chinese government has reduced
the tax rate to 15% for qualified
businesses operating in industries
encouraged by the government.
Economic
Quality of infrastructure in the
accommodation industry
Type of economic system in the
country of operation: the
proportion of luxury, mid-range
and high-end, and economy in the
Chinese hotel industry is about
8%, 27%, and 65%
Unemployment rate: 5.5%
Inflation rate.
Interest rate
S
Social
Culture: Brands need to
understand Chinese cultural
styles
Demographics and skill levels:
China is the most populous
country in the world, with a total
population of over 1.4 billion. This
is a huge consumer market. China
has a literacy rate of 96.4%.
 T E
Technological
The latest technological
developments and breakthroughs
from competitors. Based on the
heavy impact of covid-19 on the
hospitality industry, most hotels
are developing zero-touch
technologies that allow them to
build platforms that not only
collect data related to the stay
experience, but also provide
personalized services to
travelers, in addition to online
check-in, digital keys and other
mobile services.
Environmental
Climate Change
Environmental Pollution
Regulations
Air and water pollution regulations
for the lodging industry
China's rapid economic
development has had a serious
impact on its natural environment,
and the Chinese government has
taken a number of measures to
address environmental issues
L
Legal
Labor Law: The Labor Law of the
People's Republic of China, the
Labor Contract Law of the
People's Republic of China, and
various administrative regulations
regulate labor standards,
employee compensation and
benefits, labor disputes, and
other related issues.
Health and safety law
Data protection
 TREND
ANALYSIS
 LUXURY
TRAVEL
TRENDS
The global luxury travel market is anticipated to hit nearly $1.2
trillion by 2027, growing at a steady rate of 11% between 2021
and 2027

"The growth in luxury travel market is attributed to the increase

in disposable income and growth in middle class population in
countries such as China, Hong Kong, India, and Malaysia. As
per recent statistics, Asia-Pacific millionaires now control
more wealth than their peers in North America."

Brand loyalists who have considerable disposable income will

remain loyal to and invest in the brand offerings no matter how
high the cost
 INDUSTRY
ADVANCES &
TRENDS
Extended work and travel visas are being re-issued after a
substantial pandemic lull. Countries like Brazil are creating
new kinds of visa types to attract bleisure travelers.

The 3 most desirable luxury amenities for post-pandemic

travel: Personalization, privacy, cleanliness

Analysts say the following sub-segments seeing the fastest

areas of growth include customized & private, small group
journey, celebration & special events, culinary travel, and
shopping.

Emerging technology is focused on contactless service

(voice activated assistants and robots), keyless access,
digital platforms keep all travel details together in one
place, and digital hotel amenity and add-on customization
Threat of Lijiang currently has significantly less luxury hotels than other top travel destinations. Belmond
Low would have the opportunity to build the hotel and become established before facing entry of
new entrants new competition. The region is also committed to maintaining surrounding nature and so
acquiring building permits will likely take considerable time.

Threat of Local luxury property owners could take advantage of long term rental options like Airbnb,
Moderate VRBO, or more to offer a unique and private luxury stay for guests. They would be able to easily
substitutes offer a custom travel opportunity with more flexibility than a brand new hotel to the region.

Bargaining Customers who are loyal to the luxury brand with disposable income will likely remain loyal and
Moderate travel to the brand's many locations. The hotel industry is driven by a customer's experience,
power of patronage, and point of view. Social media and reviews can ultimately help or harm the hotel.
customers

PORTER'S FIVE
FORCES
Bargaining The pandemic has stunted the supply chain in many industries, delaying many projects. Being
High based in China would likely expedite the process since the goods don't have as far to travel to
power of the new hotel site. This could ultimately increase overall hotel costs forcing higher rates.
suppliers

Competitive There are over 200 existing 4 & 5 star hotels in the region today. Perhaps when Belmond enters
Moderate the region, the competitors would step up their amenities, service, and offer packages to
rivalry compete with the new local threat. Belmond is ultimately a brand that can't be easily replicated.

PORTER'S FIVE
FORCES
INDUSTRY BEST
PRACTICES
PRIVATE VILLAS

Villas create comfort and allow to feel at home.

This helps the travelers to really settle and relax.

The private villas will create an environment of tranquility.

Privacy would be the ultimate focus of such Private Villas.

Inclusive services would be available.

The price value of Villas is less compared to a Luxury Hotel.

Personalization in services is a bonus point of staying in Villas.

CUSTOM LOCAL
TOURS

A great way to know the home country.

Travelers want to feel a more authentic life and get a more

raw and real experience.

They are explorers of destinations.

Appreciation for culture, architecture, and natural highlights.

BLEISURE TRAVEL

As the name suggests, it's blending business and leisure

travel together.

37% of North American-based business travelers extended a

work trip for leisure.

Hilton Hotel & Resorts found that seven out of 10 business

travelers ages 25-30 want to extend work trips for mini-
vacations.

It makes the process of switching between business and

leisure travel easier for people.
BELMOND BEST
PRACTICES
 HOTEL
DEVELOPMENT
STRATEGY

Belmond has always been an entirely owner-

owned and owner-operated hotel chain.

It has a unique and diverse portfolio of market-

leading hotels and resorts.

The company is focusing on growing in key

gateways cities and new resort markets.

They will focus on the "Asset-Right" Strategy to

create significant value.
CORPORATE SOCIAL RESPONSIBILITY
Belmond is deeply respectful of its communities and their surroundings
"Think Global, Act Local"

Purchase as much food as possible from sustainable sources

Belmond runs and supports educational programs

Follow sustainable practices to reduce the impact of our operations on the

environment and to ensure energy efficiency

It is the first global luxury hospitality brand to have undertaken this ongoing third-
party testing

A Belmond Hotel in Brazil's Iguassu National Park supports an ecology school and a
project to protect Jaquar and Pumas.

Belmond Boat in Myanmar has helped open 20 schools and clinics along their route.
THE GIFT CARD
This gift card is considered to be the future
joy in the wonderful world of Belmond.

They believe in cherishing luxury and gaining

happiness in the simple pleasure of life.

The gift cards can be redeemed for a

delightful tea, relaxing massage, or
fascinating masterclass, or can be used for a
trip of the lifetime.

The gift card service helps gain more

attention for the extracurricular activities
present in Belmond and helps them enhance
the experience of staying with Belmond for
luxury lovers.
 CRAFTMANSHIP
AND DESIGN

On the LVMH website, Belmond is said to focus on creating

hotels as art pieces inspired by local crafts and with the help
of local talents of that region.

Belmond believes that good designs create authentic

experiences.

They highly support new and emerging local talents.

Belmond has collaborated with UK's most influential design

talents and supports emerging talents so it can inspire the
travelers of tomorrow.
 Craftmanship and Design
China's culture and achirtecture is unknown to many
KEY SUCCESS hence incorporating local craft and design with
Belmond;'s expertise will hence the experience.

FACTORS FOR
Venture into new destination
BELMOND China is an unexplored center in terms f luxury
travel hence expanding Belmond into the hub of

EXPANSION IN
Luxury consumers would be an advantage.

CHINA Rooted in History

Belmond is heavily focused on a rich heritage. This
will help travelers explore the Chinese heritage and
travel locally to destinations unexplored.
 Part 3
Target Consumer Analysis
 “Belmond has been at the forefront of luxury travel for more than
four decades. At the very foundation of our brand is an
entrepreneurial spirit and sense of adventure and we strive to continue
our legacy of pioneering luxury travel experiences. We stand for
understated luxury, for genuine service, for conscientious design and
local craftsmanship. But the hallmark of a Belmond experience, is a
moment that is infused with joy, celebration, and ultimately, lasts.”

—— Roeland Vos, President & CEO of Belmond Ltd.

LOCATION: LIJIANG

Lijiang is a famous tourist city with 3 world heritage sites, as well

as 104 tourist attractions.

Lijiang is trying to promote tourism products from sightseeing

tourism to upgrade to composite tourism such as cultural
experience, leisure and vacation, and special tourism.

As the tourism market in Lijiang continues to heat up, the hotel

industry in Lijiang shows the development trend of
internationalization, luxury, specialization, and diversification.

The characteristic hotel design and the luxury hotel service in

Lijiang are favored by high-end customers.

The spending power of the Lijiang luxury hotel market will help
Belmond to enter the Chinese market.
CONSUMER
LIFESTYLE
ANALYSIS
 LIFESTYLE SEGMENTATION
Demographics
20-45 years old
All genders
High-net-worth individuals
Upper class
With significant disposable income
Educated & cultured

Activities
Health and wellness: spas, specialty
foods and services
The outdoors: skiing, boating, fishing
Sports: golf, tennis, baseball
Travel: luxury and exclusivity
Socialize: club membership
Business
Shopping
Philanthropy
Volunteering
Interests
Real estate
Technology:
⦾ Millennials account for approximately 30% of
luxury consumers
⦾ Earn money through technological innovation
Art collecting
Music
Wine tasting
Collecting cars
Family time

Opinions
Politics: many work to change policy
Education: innovative ideas
Finance: use their money to make
more money
Business: investments or side
businesses
Cultures: respect for different cultures
CONSUMER
BEHAVIORAL
ANALYSIS
 BEHAVIORAL
ANALYSIS
Consumer Type
Individual travelers
Business / bleisure travelers
Event attendees
Families
Health and wellness travelers

Psychological Needs
Travel for the purpose of learning about the customs of different
places and finding an exceptional experience
To relax by appreciating the wonderful scenery and experiencing the
excellent services through spiritual experience
Recuperate in a scenic location for the purpose of improving physical
health
Companies want to highlight their image through the choice of hotels
Looking for self-respect, recognition and social-status
Purchase decision
Belmond has an exclusive selection of offers
Belmond has events in some of the world's most impressive destinations
Stylish ways to celebrate events
Spa packages offer unparalleled indulgence
Personal service that can be delivered from the heart
Create unforgettable occasions to enjoy experiences beyond imagination
Experience elegant adventure and luxurious service
Hotel sustainability
For health and safety assurance

Post-purchase behavior
Ability to follow up on the booking status and needs of target customers
in a timely manner
Quick resolution of customer complaints
Belmond's ability to deliver an experience that exceeds expectations
Customer loyalty and satisfaction is the key to repeat purchases
Increase customer lifetime value by purchasing additional products
Enhance the experience through customer feedback to build long-term
relationships
COMPETITIVE
ANALYSIS
 GLOBAL MARKET
Expensive

Less Popular Very Popular

Less Expensive
COMPETITIVE ANALYSIS - GLOBAL

Intercontinental The Ritz - Carlton Four Seasons

Hotels & Resorts
 INTERCONTINENTAL
HOTELS & RESORTS
Intercontinental Hotels & Resorts also known as IHG is a British multinational company. It operates hotels, resorts,
restaurants, and spas.

They were founded in 1967.

The company is currently Public.

Their headquarter is present in Denham, GB.

Currently, they have about 12,832 employees listed under them.

The employee rating comes out to be about 3.6 stars.

As of 2020, they have about 210 hotels all across the globe.

The per-room charges range from $451 to $1100.

 THE RITZ -CARLTON
Ritz - Carlton is known to set the gold standards in luxury hospitality worldwide.

They were founded in 1983.

The company is currently a Subsidiary.

Their headquarter is present in Bethesda, the USA.

Currently, they have about 15,615 employees listed under them.

The employee rating comes out to be about 4.1 stars.

As of 2020, they have about 108 hotels all across the globe. They are further planning to open around 46 more hotels.

The per-room charges range from $475 to $1,200.

 FOUR SEASONS
Four Seasons Hotels and Resorts is a known hotel management company.

They were founded in 1960.

The company is currently Public.

Its headquarter is present in Toronto, Canada.

Currently, they have about 24,704 employees listed under them.

The employee rating comes out to be about 4.1 stars.

As of 2020, they have about 124 hotels and resorts all across the globe.

The per-room charges range from $400 to $1,000.

 LOCAL MARKET
Expensive

Less Popular Very Popular

Less Expensive
COMPETITIVE ANALYSIS - LOCAL

Jinmao Purelax
Mountain Hotel Banyan Tree Lijiang Amandayan Lijiang
 JINMAO PURELAX MOUNTAIN HOTEL

Jinmao Hotel is under the unbound collection of Hyatt.

It is located on the slopes of Jade Snow Dragon Mountain.

The architecture of the hotel is an amalgam of traditional and contemporary styles.

The hotel has around 305 spacious and warm rooms, suites, and private villas.

It provides a pleasant stay in Lijiang for those traveling for business or leisure.

The room availability is not present the hotel is heavily booked for the next few
months.
 BANYAN TREE LIJIANG

Banyan Tree Hotel comes under UNESCO world heritage site and takes booking
of only essential travels and stays.

It is located on the foot of Jade Snow Dragon Mountain and about 2,400 mt.
above sea level.

The architecture of the hotel is inspired by the Naxi style as it is a part of the
Nakhi Kingdom.

The hotel has around 139 spacious and warm rooms, suites, and 19 private villas.

The per-room charges range from $270 to $1200.

 AMANDAYAN

Amandayan Luxury Hotel and Resort is a part of the Aman Resorts Group which has
about 4 more stays in the nearby location.

It is set atop of Lion Hill above the lanes of Lijiang's UNESCO-protected Old Town.

The resort is made of elegant wooden dwellings inspired by Nakhi architecture.

Amandayan offers courtyard suites, private villas, and deluxe suites.

The per-room charges range from $742 and above.

KEY FACTORS
RELEVANT TO
THE TARGET
CONSUMER

Technology
The Belmond app provides
keyless entry throughout the
hotel grounds
Rooms come equipped with
smart lighting to match a guest's
needs throughout their stay
AI assistants allow guests to feel
at home and gather instant
information about the hotel and
city through voice control
Free highspeed wifi and
increased speed wifi packages
available for telework
KEY FACTORS
Personalization
Guests can customize their hotel
room by selecting lighting, scent,
and music channels in their rooms
Concierge services can provide
guests with curated itineraries
and booking based on their
specific passions
Guests can create a Belmond
profile in advance of trip so the
hotel can accommodate their
preferences from pillows to
planning photoshoots
Social
Connect guests with locals for
hyperlocal tours and community
connection
Provide instagram-worthy settings
for travelers to set up
unforgettable shots for their
travel content
On-call photographer provides
exclusive photoshoots on
grounds and throughout the city
for individuals, couples, and
families to capture lasting
memories

Guest Quarters
Guests have the option to stay in:
Standard rooms
Bleisure rooms: dedicated work
space equipped with standing
desk and halo lighting to allow for
seamless, professional video
conferencing
Deluxe rooms with private jacuzzi
Multiple tiers of suites for groups
Private Villas surrounded by
nature for ultimate privacy
KEY FACTORS
Bleisure Flexibility
Guests who book ahead for
extended stays (over 7 days) can
receive exclusive housing and
dining bundles
Easily book polished conference
rooms for important board
meetings
Attend Belmond business
networking events to boost
international professional and
social networks
Retail
Guests can shop retail items
across the LVMH portfolio. An on-
site stylist can curate items to fit
specific taste and have garments
custom tailored during a guests'
stay
Guests can also shop limited
edition items exclusive to the
Lijiang location
 Part 4
Value Proposition and
Marketing Mix
 BRAND
EXPANSION
CHARACTERISTICS
The Standard of Luxury
A pioneer in the luxury travel industry, Belmond was acquired by
LVMH in April 2019, cementing its leadership in the international
luxury hotel industry. Although Belmond is not as well known in
Asia as other luxury hotel groups, it is a shining presence in
Europe and the US, representing prestige and taste. As a model
of excellence for luxury brands, LVMH is committed to
promoting the art of elegant living and delivering true value
experiences. Belmond's expansion in Lijiang will continue its
brand spirit under the leadership of LVMH, based on cultural
heritage, exquisite craftsmanship, and sincere service.
CHARACTERISTICS
Property Ownership
As the industry's leading luxury brand, Belmond owns and
manages properties in 24 countries, including the famous luxury
train Venice Simplon-Orient-Express, intimate beach resorts
such as Cap Juluca in Anguilla, and Splendido in Portofino, Italy.
Whether it's a luxury train, cruise, safari or luxury hotel, each of
Belmond's properties tells a unique story. Building on its
previous experience in historic real estate acquisitions and
backed by LVMH's strong financial resources, Belmond will
acquire a historic building in Lijiang and give it a new lease on
life by upgrading and repositioning it.
CHARACTERISTICS
Unique Location
In 2020, Belmond announced its new Chinese name " 贝梦德 "
(Bei Meng De), which means dream and virtue, reflecting the
brand's desire to create unique travel experiences that present
natural treasures and human heritage in the most enchanting
and stunning places. The expansion in Lijiang will strengthen
Belmond's presence in China, which is not only characterized by
its human customs and culture, but also by its unique natural
beauty. Belmond will provide Chinese tourists with more unique
experiences in modern and traditional Naxi architecture,
supporting the Group's long-term strategic development goals
and intentions for the Chinese market.
CHARACTERISTICS
Private & Exclusive Experiences
Belmond has long been known for providing guests with rare
and unparalleled travel experiences, and with the resurgence of
travel in the wake of the pandemic, guests will place a greater
emphasis on the security and privacy of travel. Belmond's
expansion in Lijiang will continue to provide guests with the
most intimate and relaxing resort spaces, such as spa suites
with views of the Jade Dragon Snow Mountain, private guides to
explore the ancient city of Lijiang, and a separate courtyard for
private events for guests to enjoy.
 VALUE
PROPOSITION
PRODUCT
Dining
Belmond Lijiang offers guests a variety of dining options

The Fine Dining Room Guests can enjoy local ingredients

prepared in our imaginative cocktails and fare from our
renowned chefs local to the region. Create lasting
memories in our ambient dining room with breathtaking
views of lush landscapes

Cafe This more relaxed setting allows guests the flexibility

to enjoy local dishes with ingredients like Migan Noodles,
Rushan, and assorted teas at our tea bar. Enjoy an elegant
meal in our dining room, by the pool, or in your guest
quarters between meetings.

Restaurant Guide Guests enjoy a city food tour throughout

a stay with one of our local experts exclusive to the
Belmond hotel
PRODUCT
Wellness
Belmond guests step into our tranquil spas and are
transported to serenity. Our indoor/outdoor spa
incorporates timeless finishes, lush nature, and elements of
water to encourage relaxation of mind, body, and spirit.

Services
Massage
Facials
Saunas
Sound Baths
Guided Meditation
Beauty services

Guests also have the exclusive option to indulge in a spa

package which includes nourishing meals and detox
beverages throughout the day
PRODUCT
Experiences
With its magnificent natural surroundings and rich cultural
heritage, Lijiang offers a wide range of activities and excursions
to suit all interests. Belmond Lijiang will be a perfect base from
which to explore the city and its surroundings, experience all
aspects of Naxi culture, and enjoy the spectacular natural
attractions of the region. Belmond will provide private guided
tours and transfers.

Key Activities
Discover Lijiang
Natural wonders
Colourful festivals
Daily cultural experiences
Gateway to Shangri-La
Explore Jade Dragon Snow Moutain
 VALUE PROPOSITION

This new expansion will enable luxury leisure travelers to experience a new enchanting destination in
Lijiang, China

by offering the signature Belmond luxury hotel service, rooms equipped with cutting-edge hospitality
technology, customizable amenities and excursions, leisure flexibility and work settings, and private
villas for relaxation.
 Gain Creators
Enjoy the same consistent luxury experience Belmond offers
across its 46 locations in a new enriching environment. Our
new location in China allows our guests to visit a new country
the Belmond way with personalized care and curated
Gain Creators
excursions. Enjoy the sacred grounds, serene nature, and
local faire within Lijiang and return to the hotel grounds to
your private oasis for rest and restoration.

Products and Services

Products and services
Belmond Lijiang offers a wide variety of amenities for various
types of travelers. Elegant in-room office setups for the
bleisure traveler, hyper local food and community tours
customized to guest tastes for the explorer, and private villas
for the luxury traveler to immerse in the natural landscapes of
the city to fully unwind.
Pain Relievers

Pain Relievers
Hand all your worries over to Belmond. The hotel offers a
pre-stay questionnaire to learn about guest needs and
preferences to build guest profiles and allow guests to relax
into vacation mode. Belmond can provide hands-on service
and recommendations like local guides based on specific
preferences or contactless service via the private messaging
app for all guest needs and desires.
Gains
Guests staying at the new hotel will be immersed in
unforgettable enriching experiences exploring a new
Belmond property and city in China. Guests will interact with
a new cutting-edge hotel, receive the reliable outstanding
brand experience, and capitalize on exclusive location
amenities and offers.
Gains
Pains
Staying in a new luxury hotel comes with a high price tag.
China has been one of the most conservative countries in
terms of COVID restrictions so there is a chance guests will
need to reschedule trips or extend stays due to surge- Customer Jobs

related travel restrictions. Also visiting Lijiang will likely

require multiple flights increasing cost and flying time.

Customer Jobs Pains

Customers need to remain connected to Belmond to learn

about the new location details in order to secure a coveted
room or villa at the newest hotel branch. They will need to
maintain a certain level of wealth in order to fully indulge in all
of the hotel features.
 BRAND
POSITIONING
STRATEGY
 LOCAL MARKET
Expensive

Less Popular Very Popular

Less Expensive
 Banyan Tree Lijiang
Belmond Lijiang

Pullman Lijiang Jinmao Hotel Lijiang

Resort & Spa

Wyndham Grand Plaza

Royale Jinlin Lijiang

Amandayan

InterContinental
Lijiang Ancient
Town Resort
 DISTANCES
Jade
Tiger
Snow
Leaping
Mountain
Gorge

Lijiang Sanyi Old Town

International of Lijiang
Airport (LJG)
THE UNIQUE SELLING POINT OF
BELMOND HOTEL

Belmond Hotel is known for its unique interiors and architectural style influences it takes from local culture,
heritage, and designers.

They focus and various experiences like safari, cruises, etc. as this helps in elevating the stays for their
luxury consumers.
 Savute Elephant Lodge
The tented oasis is present in the heart of
Chobe National Park. It was refurbished in 2018
by Belmond taking references from
surroundings. The sustainable design includes
eco-friendly bamboo decking and functions on
a 95% solar grid system.
Malevich Presidential Suite
This presidential Suite in Belmond Hotel,
Petersburg is crafted by Russian avant-garde
artist Kazemir Malevich. The artist is known for
bold and geometric abstract art.
THE UNIQUE SELLING POINT OF LIJIANG
Lijiang is composed of the new and the old town. The old town of Lijiang is listed under UNESCO.

The ancient town has no peculiar wall, a feature which makes it much different from the rest of the Chinese
Provinces.

Every house is surrounded by rivers and drooping poplars as the Yuquan River is divided into 3 main streams and
further into various canals.

This place is still one of the most popular Chinese destinations in Southwest China.

Lijiang is heavily influenced by the lifestyle of Naxi people and they were said to be yak herders which is the symbol
of this place now.

Jade Dragon Snow Mountain is just a drive away from where the beauty of the whole valley and glaciers can be seen.
Belmond Hotel, Lijiang

The opening of this hotel in Lijiang would be a great addition to the

diverse portfolio of places for Belmond.

Considering the architectural influence, Belmond has always taken

inspiration from the surrounding they build their "Home Suite Home" in.
The architectural style that will be adopted to create the luxury abode is
known as "Wangu Pagoda" or "Naxi Architecture". This architectural style
heavily depends on the location as Lijiang is said to have heavy snowfall.
The roofs are built with soil and tiles or soil and stones.

Considering the cultural influence, Belmond will also be incorporating

Dongba culture, preached and followed by the minor group residing in
Lijiang. They are known worldwide to have kept their ancient and unique
culture to date and embrace its preaching. These Dongba paintings will
be taken as references when creating the interiors of the Belmond Hotel
to keep our guests close to the culture and heritage of the place.
 STATEMENT

The ultimate travel curator and connoisseur, Belmond creates exceptional luxury
travel experiences in Lijiang, China. Lijiang, an old UNESCO heritage town will now
be a part of Belmond's chain of hotels and resorts.

Let's experience the beauty of the Jade Dragon Snow Mountain from the windows of
our artsy "Home Suite Home" escape, built-in Naxi architectural style.
MARKETING MIX
 PLACEMENT

Service and Products

Belmond provides 24/7 bilingual customer
services in English and Chinese to answer your
questions and help you at any time.
The hotel will cooperate with the nearest airport
and tourist attractions to provide a car for
customers to enter the hotel and enjoy the trip
more easily.
The hotel will cooperate with several famous
travel apps to help customers to make better
online bookings and provide information.
 PRICE
Room
Room prices will fluctuate
depending on the location and
layout of the room, and are
roughly divided into basic suites,
mountain view suites, river view
suites, and high-end suites, with
prices ranging from $800-$3000
(RMB5500-20000)
Prices may go up or down
depending on the season and
holidays
Restaurant
The hotel will open 2-3 in-house
restaurants based on different
cuisines, and the menu will change
every 2 to 3 months according to
the season and seasonal
ingredients.
The price per person is $200-$300
(RMB1400-2100)
 PROMOTION
Platform
Based on China's unique internet ecosystem,
promotion platforms will not only be limited to
Instagram, Tik-Tok, and Twitter. Weibo, WeChat,
Xiaohongshu, and other platforms will be the main
platforms to promote to the Chinese market

Specific Operation
The official account will update 1 to 2 posts per
week for promotion, and strengthen promotion
during peak travel seasons such as holidays,
promotion content includes but is not limited to:
Hotel services
Environment and scenery
Unique activities
 Social Media Promotion
The Belmond Hotel will be promoting stays in Lijiang heavily through
Instagram and Weibo but will not just be restricted to those platforms.
This will help the brand reach a wider audience.

Instagram travel influencers from China and across the globe who are
currently traveling in Asia will be invited for a small duration of stay (2-3
days) for them to film content and click shots to promote the hotel's
grand opening on their respective accounts on social media handles.

Example: Jen Hannah [@hannah_quinlivan]

Chinese Influencer: Travel, Fashion, Lifestyle and Art
Followers: 2.6 million
Engagement Rate: 3%

Explore Lijiang with Belmond Hotel just in the foothills of Jade

Dragon Snow Mountain. The beauty of this town will leave you
speechless.
Thank you @Belmond for letting us experience a luxurious
stay and get a culturally rooted experience.
 PROMOTION

Instagram Xiaohongshu
 CONTRACTS AND APPROVALS
BELMOND SUPPLIER CODE OF CONDUCT
Belmond Ltd. and its subsidiaries and affiliates are a
member – or “Maison” – of the LVMH Group and as
such, attach great importance to ensuring that our
suppliers, agents, and partners share with the
Belmond Group (and wider LVMH Group) a set of
common rules, practices, and principles with
respect to ethics, social responsibility and Belmond
protection of the environment. Hotel
Lijiang
Content including
Labour and Human Rights Roeland Vos
2020/7/29
Business Integrity
Health and Safety
Environmental Sustainability
Protecting Local Communities
Business Continuity Planning
Controls, Inspection, and Audit
Supplier Grievance Mechanism
Reporting Violations

Example of China Business License

 CONSTRUCTION IDEAS

The residential architecture of Lijiang Ancient Town

is a concentrated expression of the Naxi
architectural art and style. Most of them are wooden
structures, and have some advantages of Han, Bai,
and Tibetan architecture styles, with distinctive local
characteristics and national styles in layout and
architectural forms.

The overall design of Belmond Lijiang will also

continue the characteristics of Naxi architecture,
while integrating Western design in a unique way
that will combine East and West, providing a new
experience for travelers to experience Naxi culture
and explore Lijiang at the same time.
 STAFFING
Belmond believes in providing supreme hospitality to customers with a hint of personalization to build a connection
with them that stays forever. For this, Belmond goes through intense staffing criteria to give the customers the most
comfortable living. They have career options on their website portal as well as on the LVMH Job Offer portal.

Food & Beverages Front Office & Housekeeping Spas Maintenance &
Guest Relations Engineering

On-board staff & Business Support Sales & Senior Internship

crew & Corporate Marketing Management Opportunities
Office Opportunities
 STAFFING

Belmond currently has about 2.250 employees all over the world.
Europe: 903
South America: 557
North America: 472
Asia: 175
Africa: 143
Australia: 7

Belmond China will be selecting staff based on:

Professional Skills
Previous Recruitments
Diverse Mix
Cultural Understandings

As Belmond is newly venturing into the China market hence, they will prefer the
recruitment of diverse professionals on the top management who have been
working with Belmond as it will help them retain the brand identity in the new
market segment.
 FURNISHINGS

The restaurant has modern furnishings with velvet, cane, blue and white porcelain, and brass details
 FURNISHINGS

Guest rooms have modern luxury details: Egyptian cotton bedding, cane arm chairs, sleek table lamps, and chic stools
 REFERENCES
“About Four Seasons.” About Four Seasons | Four Seasons Luxury Hotels & Resorts,
https://www.fourseasons.com/about_four_seasons/.

Airbnb Report on Travel & Living. https://news.airbnb.com/wp-content/uploads/sites/4/2021/05/Airbnb-Report-on-Travel-Living.pdf.

American Express Travel 2022 Global Travel Trends Report". American Express, 2022, February 3.
https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-
trends#:~:text=Consumers%20plan%20to%20travel%20more,since%20prior%20to%20the%20pandemic. Accessed 30 Jun. 2022.

BANYAN TREE LIJIANG - Hotel Reviews, Photos, Rate Comparison

https://www.tripadvisor.in/Hotel_Review-g303783-d1144010-Reviews-Banyan_Tree_Lijiang-Lijiang_Yunnan.html

Belmond | LinkedIn. https://www.linkedin.com/company/belmond.

Belmond confirms strategic commitment to Greater China with the reveal of its Chinese name 贝梦德 (Bei Meng De) - mediahub -
Belmond. belmond.com. (2021, September 10). Retrieved July 21, 2022, from https://mediahub.belmond.com/belmond-confirms-
strategic-commitment-to-greater-china-with-the-reveal-of-its-chinese-name-%E8%B4%9D%E6%A2%A6%E5%BE%B7-bei-meng-de-3/

“Belmond Hotel Special Offers: Train Packages and Cruise Deals.” Belmond Hotel Special Offers | Train Packages and Cruise Deals,
and Corporate Social Responbsilities https://www.belmond.com.

Ch 25. Building and Managing Your Brand. Michael C. Sturman; Jack B. Corgel; Rohit Verma. In The Cornell School of Hotel
Administration on Hospitality: Cutting Edge Thinking and Practice, Case No. WIL-9781119200901_35. Published 2011, John Wiley &
Sons, Inc.
 REFERENCES
Chen, G., Saxon, S., Yu, J., & Zhang, C. (2022, May 19). Outlook for china tourism in 2022: Trends to watch in uncertain times. McKinsey &
Company. Retrieved June 29, 2022, from https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/outlook-for-
china-tourism-in-2022-trends-to-watch-in-uncertain-times

Discover Exclusive Packages at Amandayan, Lijiang - Aman

https://www.aman.com/resorts/amandayan/exclusives

"Ghanshani, Jagdish. “How Smart Tourism Experiences Are Served by Technology: Publicis Sapient.” How Smart Tourism Experiences Are
Served by Technology | Publicis Sapient, Publicis Sapient, 2 May 2022, https://www.publicissapient.com/insights/smart-tourism-experiences.

Hollander, Jordan. “100 Hotel Trends You Need to Watch in 2022 & Beyond.” Hotel Tech Report, 17 Jan. 2022,
https://hoteltechreport.com/news/100-hotel-trends.
The Top 11 Travel Trends For Luxury Travellers 2022". Luxury Columnist. https://luxurycolumnist.com/luxury-travellers/. Accessed 30 Jun.
2022.

JINMAO PURELAX MOUNTAIN HOTEL LIJIANG - Hotel Reviews, Photos, Rate Comparison
https://www.tripadvisor.in/Hotel_Review-g303783-d9457923-Reviews-Jinmao_Purelax_Mountain_Hotel_Lijiang-Lijiang_Yunnan.html

Lucie. “Reasons Why We Should Travel Locally.” LAIDBACK TRIP, LAIDBACK TRIP, 28 Sept. 2021,
https://www.laidbacktrip.com/posts/reasons-to-travel-locally.

“Luxury Travel Market Size, Share & Growth: Industry Report, 2021-2027.” Allied Market Research, Mar. 2021,
https://www.alliedmarketresearch.com/luxury-travel-
market#:~:text=Update%20Available%20On%2DDemand&text=The%20global%20luxury%20travel%20market,reach%201%2C198.3%20billion%
20in%202027.
 REFERENCES
Luxury Hotels & Resorts: The Ritz
https://www.ritzcarlton.com/?scid=6e808c8c-bf5f-47f5-8664-
3c07669d9430&ppc=ppc&pid=intbppc&ds_rl=1301220&gclid=Cj0KCQjw54iXBhCXARIsADWpsG8Yohx1gYbjuepOa1Rvr7eZ3iCH7zr_C0
32IIR0T3edw986tJZ-lYUaAjg9EALw_wcB&gclsrc=aw.ds

Photoz, Dave. “Photo by Dave Photoz on Unsplash.” Beautiful Free Images & Pictures, 3 Sept. 2021,
https://unsplash.com/photos/6MYm-cUJRB0

“Santa Barbara Restaurants: Best Restaurants in Southern California.” Santa Barbara Restaurants | Best Restaurants in Southern
California, https://www.belmond.com/hotels/north-america/usa/ca/santa-barbara/belmond-el-encanto/dining.

Social Media Marketing in Tourism and Hospitality (Excerpts). In Social Media Marketing in Tourism and Hospitality, by Minazzi, Roberta.
pp. 21-35, 65-71. Springer Publishing Company, 2014.

TasteAtlas. “7 Local Foods You Have to Try in Lijiang.” TasteAtlas, TasteAtlas, 12 Jan. 2021, https://www.tasteatlas.com/local-food-in-
lijiang.

The Advantages of Vacationing in a Private Villa.” Travel Life Magazine, 20 Dec. 2016, https://travellife.ca/advantages-vacationing-
private-villa/.

Top Belmond Competitors and Alternatives | Craft. co. https://craft.co/belmond/competitors.

True Hospitality for Good https://www.ihgplc.com/en

 REFERENCES
“What Is Bleisure Travel and Why Is It Important?” Bleisure Travel: What Is It and Why Is It Important?, Cvent Blog, 5 Mar. 2021,
https://www.cvent.com/en/blog/hospitality/bleisure-travel.

Yavorski, K. (2019, Mar 19). "What do high-net-worth individuals do with their time?" Work+Money.
https://www.workandmoney.com/s/high-net-worth-individuals-hobbies-693623ec6caa415f