SHERIDAN, WYOMING – April 18, 2025 – Kempinski Hotels has announced an expanded collaboration with BTG Hotels (Group) Co. Ltd., reinforcing a joint venture that has shaped luxury hospitality in China for more than two decades. This renewed commitment includes a multi-year investment strategy focused on expanding the presence of both companies in China’s dynamic luxury and lifestyle hotel market.
Bold vision for future growth in China
New investment plan to expand Kempinski’s footprint
The joint venture between Kempinski and BTG Hotels, established in 2001 through Key Co., is set to enter an ambitious new chapter. With 22 properties already under its belt, the partnership will now drive growth through the development of Chinese heritage hotels, the launch of a new lifestyle brand, and enhanced brand synergy.
“We are thrilled to cement our partnership with Kempinski,” said Rick Huo, chairman of Key Co. and NUO International Hotels Management Co. Ltd. “This is a significant step in expanding our portfolio and strengthening our brand offering in China and beyond. This renewed collaboration not only demonstrates the shared commitment of both Kempinski and BTG Hotels but also paves the way for increased market share ensuring that our joint venture continues to set new benchmarks in the industry.”
A new lifestyle brand and localized luxury
Focus on domestic travel and cultural experiences
Central to the expansion strategy is the launch of a new lifestyle brand tailored to domestic Chinese travelers. Kempinski and BTG plan to open 200 hotels under this new brand over the next five years. The concept will emphasize curated rooms and guest experiences that reflect local culture and preferences.
Kempinski’s heritage hotel portfolio in China will also be expanded, offering travelers refined luxury rooted in Chinese traditions. Additionally, the partnership will continue growing the NUO and Bristoria brands, both of which operate under joint management.
Long-term collaboration and loyalty program alignment
Strengthening strategic alignment and guest loyalty
Kempinski and BTG aim to integrate their membership systems to provide greater benefits and seamless loyalty experiences for their guests. The strategic alignment reflects the evolving needs of modern travelers and reinforces the companies’ shared long-term vision.
“BTG and Kempinski have achieved tremendous success during the past two decades,” said Madame Li, chairlady of BTG Hotels. “China’s role on the travel and tourism stage has undergone a major shift in the last quarter century and Kempinski has been a part of that journey since day one. We look forward to further strengthening the long-term strategy in the region leveraging the hospitality expertise of Kempinski and together continuing to be a driving force in the development of China’s hospitality landscape.”
Shared heritage, future ambitions
A foundation built on trust and performance
Since its entry into China in 1992, Kempinski has remained committed to the region. The joint venture was extended in 2018—33 years ahead of schedule—adding another 50 years to the agreement. The renewed strategy aligns with Kempinski’s global repositioning initiative and its efforts to reclaim a leadership position in the luxury travel market.
“Kempinski and BTG enjoy a strong partnership and rich history together as pioneers in luxury hospitality in China,” said Barbara Muckermann, CEO of Kempinski Group. “We are very fortunate to have BTG Hotels, the third largest hotel group in the country as our partner. Our collaboration offers us a unique advantage to continue aggressively expanding in the region. I look forward to the next phase of the collaboration to reinforce our position into the future.”
To learn more about Kempinski Hotels, visit www.kempinski.com.