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

Sze Ming Tse

Research output: Journal article publicationJournal articleAcademic research

Abstract

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.
Original languageEnglish
Pages (from-to)9-15
Number of pages7
JournalJournal of hospitality & tourism cases
Volume3
Issue number4
Publication statusPublished - 2014

Keywords

  • Langham
  • Branding
  • Brand identity
  • Brand architecture
  • Total quality management

Cite this