Oakwood has partnered with Country Garden Commercial and Culture Tourism Group to codevelop a new brand, Oakwood Beluxs.
The initiative was unveiled at the 2020 Asia Hotel and Travel Forum in Shanghai. The partners have set a target of opening of 100 Oakwood Beluxs properties in China's 50 cities with the highest gross domestic product (GDP) by 2030.
Oakwood Beluxs will be "a residential lifestyle choice that serves the emerging needs of aspirational travellers with a global perspective of life, culture and identity".
Dean Schreiber, chief executive officer of Oakwood, said: "Being the pioneer of serviced apartments with over 50 years of hospitality expertise, Oakwood is committed to continuous innovation and evolution with a guest-first approach. Since our debut in China 20 years ago, we have identified an opportunity to augment our brand portfolio with a product that serves the emergence of a new guest profile. We are honoured to have support from Country Garden Commercial and Culture Tourism Group in co-creating Oakwood Beluxs to provide quality residential spaces for this growing segment of sophisticated travellers that will push the boundaries for hospitality experience; and look forward to announcing our first properties in Southern China in due course."
With a diversified business that integrates shopping malls, coworking office assets, residential developments, and cultural tourism, Country Garden Commercial and Culture Tourism Group has more than 1,000 strategic cooperative brand merchants and various product lines such as Belecity, Beletime and BIG+ Apartment, spanning a broad spectrum of business sectors such as retail, food and beverage, parenting and lifestyle.
"Country Garden Commercial and Culture Tourism Group has a distinctive approach to improving the quality of life and evolution of residential spaces. We have consistently focused on our partnerships with excellent enterprises globally, working with elites and talents who share a common goal. With Oakwood's international acclaim in managing serviced residences and its track record in China, we are confident that Oakwood Beluxs will lead the trend in hospitality services designed for guests with cross-border symbiosis and a global frame of mind," said a Country Garden Commercial and Culture Tourism Group spokesperson.
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