Oakwood has entered into a strategic alliance with China's Country Garden Commercial and Culture Tourism Group to launch 100 properties across China’s top cities by 2030 under the new brand Oakwood Beluxs.
According to the partners, Oakwood Beluxs is conceived to appeal to a new generational of savvy travellers with "a global perspective of life, culture and identity". These properties, located in upscale precincts, will "speak to their sense of style, penchant for aesthetics and environmental consciousness".
“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,” said Dean Schreiber, CEO of Oakwood. Oakwood Beluxs' first properties, he added, are expected to launch in Southern China in due course.
Country Garden Commercial and Culture Tourism Group, formerly a traditional commercial operator, now boasts a diversified business ecosystem that integrates shopping malls, co-working office assets, residential developments and cultural tourism.