Diaoyutai MGM Hospitality has launched a fourth brand, Mhub by MGM, a new entertainment and lifestyle vertical "breaking customs" and targeting the "young ones".
The five-star brand joins the group's other luxury hotel names: Diaoyutai, MGM Grand and Bellagio.
Targeting Gen Z travellers, which the business recognises together with millennials and Gen X are the travel wave of the future, Mhub by MGM advocates an entertainment lifestyle, integrating into local cultures, and differentiated travel experiences — a key demand when this group returns to travel post Covid.
"Under the environment of continuous market segmentation, breaking customs and traditions, each hotel of Mhub by MGM that keeps pace with the times has achieved its own identity, leading the new fashion of future travel consumption with elements such as being unique, joyful, artistic and healthy," said Dr Yaning Liu, director and executive vice president of Diaoyutai MGM Hospitality.
The first Mhub by MGM hotel opened last month in Nanjing, Jiangning. In line with its target audience, features include a HUB restaurant combining cafe, restaurant, bar and grocery store, as well as other hotel mainstays such as a fitness and spa area offering customised programmes, 24-hour gym and pool, and meetings and events space.
According to Liu, the hotel has received positive feedback from local consumers, and "also attracted attention within the industry and partners, laying a solid foundation for its future development".
More openings are expected in the Guangdong-Hong Kong-Macao Greater Bay Area; as well as other major first- and second-tier cities and holiday destinations.
These include Nanchang (2021), Shenzhen (2023), Xiamen (2023) and Jingdezhen (2024).