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8 November, 2022

Langham celebrates 20 years with new brand inspired by Millennials and Gen Z

By Alexandra Coulton

To celebrate its 20th anniversary, Langham Hospitality Group has launched a bold new brand inspired by the spirit of Millennials and GenZers – Ying’nFlo.

Debuting in Hong Kong, the new brand will fit the upper midscale category with a focus on affordability, creativity, ‘brilliant basics’ and a colourful look and feel.

Opening its doors in October, the first iteration of Ying’nFlo launched in the colourful district of Wanchai, paying homage to its eclectic neighbourhood on Wan Chai Gap Road, Wan Chai, Hong Kong.

The property has already put a focus on elevating a variety of art styles, featuring a bold colourful outdoor mural by Berlin-based artist, Josephine Rais, accompanied by creative café-style lobbies and flexible workspaces feature to provide opportunities for spontaneous interaction and creative meetings.

Langham Hospitality Group CEO Brett Butcher said Ying’nFlo will pop up in destinations “where our guests want to travel”, with multiple projects already rolling out across the globe including a hotel in Xiamen.

“These locations would be the front door to cultural, entertainment and tech hub districts,” he said.

: loft bedroom

: Reception

Seeking to break the mould of the classic hotel look and feel, Ying’nFlo will offer unique spaces designed to make guests feel like they are staying at an elevated version of a friend’s apartment, including practical, well-designed rooms, shared spaces for people to meet with friends, and multi-functional spaces built for quiet time or working.

Langham Hospitality Group CEO Brett Butcher described Ying’nFlo as a “bold colourful canvas for the younger urban travellers, at an affordable price”.

“It’s a smart guest experience for a generation that has grown up with digital,” Butcher said, “The concept combines simple stylish design with brilliant basics which are efficiently executed with a strong social vibe.

Butcher said the new brand has big growth opportunities in the Asia Pacific region, where 50 per cent of the population are Millennials or GenZers.

“In an ever-changing digital era, the Millennials and GenZers are hyperconnected digital natives. who are seeking a level of personalization, authenticity, and digital touchpoints from a hospitality brand that they can call their own.”

Guests will also benefit from the latest tech, connecting with every aspect of their stay through an all-in-one Ying’nFlo app, which includes digital check-in and out, mobile key card access, remote room preferences like television control, air-conditioning and lighting adjustment, and instant messaging to inhouse staff for requests.

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Brett Butcher GenZ hong kong langham hospitality group millennials Ying’nFlo