International Luxury Hotels Group

Attract Chinese Luxury Hotels Customers & Travellers Around The World.

The Brand & Campaign Context

Our client is an international luxury hotels group established in 1993. Ritz-Carlton is one of its major subsidiaries (first acquired 49% in 1995, and now all of it). In January 2014, the brand acquired 108 hotels in Africa from Protea Hospitality for $186 million. In June 2014, the brand announced its intention to acquire 200 new luxury hotels over the next 3 years. The cost of the operation is estimated at $15 billion. On November 16, 2015, the brand made a proposal to acquire Starwood Hotels & Resorts Worldwide for $12.2 billion, which would make it the world's largest hotel group, with 5,500 hotels and nearly 1.1 million of rooms. In March 2016, a consortium of Chinese investors led by Anbang announced a 12.8 billion offer on Starwood Hotels & Resorts Worldwide. In the same month, the group increased its offer to $13.6 billion, then Anbang in turn increased its offer to $14 billion, before dropping its offer just after. In April 2018, Marriott announced the acquisition of ILG, a company specializing in timeshare rentals, for $4.7 billion. The luxury group contacted GMA to help build a strong engagement in China.