GENERAL Hotel Management (GHM), in a joint venture partnership with van de Bunt Partners, has unveiled Tin Hotels, a new mid-tier lifestyle hotel brand.
GHM, traditionally a luxury operator, stated that the move into the mid-tier segment was done to better cater to the needs of target markets as well as to remain relevant in the current market situation.
The concept for Tin Hotels is aimed at the growing middle-class population and millennials.
“We want to challenge the status quo and bring the pursuit of excellence and style to the mid-market tier. We will create hotels that are not merely places to stay, but function as venues to connect: as social hubs, design spaces or simply, places to be seen at,” said Hans R. Jenni, co-founder and president of GHM.
The aim is to expand Tin Hotels swiftly, added GHM, starting with the launch of its first hotels in Dubai and Oman and over the course of the next few years, to grow within the Gulf region before reaching its target of 35 properties in 2022.
Properties currently under GHM management include The Nam Hai Hoi An, Vietnam, The Chedi Club Tanah Gajah, Ubud, Bali, Indonesia, The Chedi Muscat, Oman and The Chedi Andermatt, Switzerland.
