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GHM to launch mid-market brand called Tin Hotels

GHM Tin Hotels 1

GHM has partnered with van de Bunt Partners in an agreement to launch Tin Hotels, a new mid-market brand.

The move into the mid-tier market by the luxury hotel operator was fuelled by both the travel preferences in the dominant consumers’ demographics, as well as by GHM’s recognition of marrying relevance and its expertise in the current market situation.

“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, GHM’s co-founder and president. “This will be a new chapter in the history of GHM.”

GHM Tin Hotels 2

The concept for Tin Hotels is aimed at the travel trends of the growing middle-class population and the millennials: they seek an enriching lifestyle-based travel experience that fulfills beyond the product and service, at a value proposition that sets it apart.

Peter van de Bunt, the managing director of van de Bunt Partners, added: “GHM is known in the luxury hospitality market for its innovation, design and elegance. This partnership for Tin Hotels intends to employ their expertise in a segment that has great potential to evolve beyond the mediocre.”

The partnership was inked after many months of research and preparation to enter this broader market.

The Tin Hotels team aims to expand swiftly, 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.

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