Suave Bulgari's Hotel Strategy with Marriott More than Meets the Eye

Following hard on the heels of its Beijing opening in September last year, Italian jewelry brand Bulgari added a Shanghai hotel on June 20 The opening saw Bulgari's total number of properties, done in partnership with hotel giant Marriott International, double from three to six over the past year, with new luxury hotels scheduled to open in Moscow, Paris, and Tokyo from 2020-2022 Bulgari broke into the hotel business in 2001 after forming a joint venture with Marriott, which manages some luxury brands but is better known in the United States for its cookie-cutter corporate hotels.

A large logo fountain serves as a roundabout for cars pulling into the hotel and there is, of course, a Bulgari boutique on the ground floor, which is expected to open this month, according to Bulgari Borrowing from a luxury accessories or fashion brand to jump-start a high-end hotel brand makes sense given the way hotel brands tend to lose their luster over time Billiard said that's not the only reason you couldn't call the Bulgari Hotel Shanghai something else, like the Ritz-Carlton Suzhou Creek.

"It's obviously an authentic Italian hotel with features and services and design and amenities and food that are authentically Italian Maybe some other hotels you could use another name and it wouldn't matter, but you wouldn't be able to do it in our hotel - it's too linked to the brand DNA.". . Source