The making of an international hotel brand : a case study of the Langham

The Langham London is a legendary, standalone hotel with a history and heritage of over 140 years. The Hong Kong based Great Eagle Group acquired the hotel in 1991, and today its Langham Hospitality Group manages 22 international hotels with over 8,000 rooms. This case study traces how the Group transformed itself from an asset owner into a hospitality group that manages not only its own properties, but also the properties of others. It discusses how the Group’s management philosophy, corporate culture, corporate structure, brand architecture, hotel portfolio, brand identity, and communication have contributed to the brand-building process.