Together with Dusseldorf based 12.18 Group, Kempinski Hotels AG announced the launch of the luxury lifestyle concept “7Pines Kempinski Hotels & Resorts” at the real estate fair Expo Real in Munich. Above all, Kempinski wants to open up to a younger target group with this concept.
12.18. has established itself in recent years as an investor, project developer and in the repositioning of hotels and catering establishments. The flagship of the company is the 7Pines Resort, which was opened last year on the west coast of Ibiza. It is one of the “Leading Hotels of the World” and will, as it says in a joint announcement of 12.18 and Kempinski, as a new product in the Kempinski portfolio address an extended circle of guests in the luxury lifestyle segment.
Kempinski CEO Martin R. Smura said a few days ago in an interview with Handelsblatt, “We are not sufficiently prepared for the future in our core business to date. Smura took up his new post on 1 July this year. Growth is “difficult for us in this area,” Smura said. This could change in the future, as 12.18 plans to grow 20 new hotels and resorts by 7Pines Kempinski by 2022, investing € 500 million in investment capital with institutional investors.
The new concept also marks the first time a German hotel company has managed to gain a foothold in New York. Along with 12.18, Kempinski will take over the San Carlos Hotel in New York (147 keys), which will then operate under the 7Pines Kempinski Manhattan brand.
Hotel companies such as Steigenberger, Oetker Collection and also Kempinski had so far tried in vain to gain a foothold in the US city. Accordingly, Martin R. Smura euphorically rates the move towards the Big Apple: “New York has always been a desirable destination for the Kempinski hotels, and this important partnership will make it a reality,” said the Kempinski CEO in the statement.
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