7 January 2022
With the arrival of the new year, the hospitality industry embraces a new start and hotels take on new looks. Among them, one is emerging rapidly and is becoming a major player in the market: Artyzen Hospitality Group, the protagonist of this interview. At the beginning of the new year, the editors of the Grand Hotels Media have the pleasure to hold an in-depth talk with Mr. Peter Wynne, Senior Vice President of the group, to explore the charm of the rising star.
Peter, along with his vivid narration, unveils the story of Artyzen Hospitality Group bit by bit. Launched by Shun Tak Group in 2013, the group has a head office in Hong Kong and regional offices in both Shanghai and Singapore. Under the Group’s portfolio of brands are distinctive lifestyle brands that bring to life culturally relevant guest experiences in a unique and contemporary way by celebrating the beauty of traditions, the heritage of the locations and the people of those communities. “The Group’s premium lifestyle brands include Artyzen Hotels & Resorts, Artyzen Habitat, YaTi by Artyzen and The Shàng by Artyzen. Among them, Artyzen Hotels & Resorts is our luxury lifestyle brand where each one is uniquely crafted with contemporary re-interpretation of the locale’s culture and art traditions. Artyzen Habitat is a true reflection of our brand motto – “Inhabit the Space You Live”. A midscale lifestyle brand, Artyzen Habitat is adored for its comfortable residential-like rooms, contemporary design, and space closely linked to the local community. YaTi by Artyzen is a select service hotel that truly offers elevated value for travelers who seek a cool place to stay and a vibrant space for social activities. A perfect combination of social scenes and travel needs, the brand brings to its guests great added value and a unique experience. Targeting a growing generation of sophisticated urban elites, our recent launch, The Shàng by Artyzen, caters to their desire to explore unique artistry and urban lifestyle. The Shàng by Artyzen Qiantan Shanghai is our first hotel of this distinctive brand.” Peter shares with us. In addition, Artyzen Hospitality Group also operates a collection of independent brands including Grand Coloane Resort Macau, Kāʻanapali Beach Hotel, and The Plantation Inn in Maui, Hawaii.
“We opened our first hotel, Artyzen Habitat Dongzhimen Beijing, in 2017. It was the group’s first step to introduce itself to the world, followed by Artyzen Habitat Hongqiao Shanghai, our first property in Shanghai, launched one year later. Within four years, we are now operating seven hotels in Macau, Beijing, Shanghai, and Hawaii. It is now time for us to reaffirm our position as a homegrown business creating lifestyle brands with diverse and culturally rewarding experiences to fulfill the evolving needs of the next-generation guests, especially for travelers based in China. This is also the reason we participate in the fourth China International Import Expo this year.” Peter adds.
Since its inception, the group has been committed to “Art, Culture and Emotional Wisdom” with unique sensibilities to curate relevant brand experiences for travelers by ‘re-interpreting’ and ‘re-imagining” the Chinese axiom of what it is to live, by way of “clothing”, “food”, “house”, “walk”, and “music”. “Clothing” is about personal style whereby guests experience unique culture and heritage of the locale through interior design, décor, and curated programs. The group also enhances the guest experience by incorporating the local culture and heritage of the city into design philosophy, showcasing the charm of the locale and conveying its brand message. For example, Artyzen Singapore, a property under development, is inspired by fusing Peranakan culture with contemporary design aesthetics, creating concepts that are uniquely ownable. “Food” means culinary innovation. This epicurean journey begins from selecting the freshest local ingredients to experimenting with creative cooking methods. Artyzen Grand Lapa Macau attributes its Sino- Portuguese connection with “Boa Vida” – translated from Portuguese as “enjoying the good life”, elevating dining experiences to appreciating a good life by curating seasonal events such as the popular Wine and Dine parties and Weekend Markets. “House” is the space where we live, and the hotel is similarly a microcosm of modern day living. Every development by Artyzen Hospitality Group is thoughtfully designed with a strong commitment to building environmentally, socially, and culturally sustainable habitats. One of Artyzen Habitat’s brand signature experiences is Townsquare – a combination of work, play, rest, discovery, and community all-in-one; a place where locals and travelers alike gather for a bite and conversations. Exploration and discovery of a city, the core meaning of travel, are encapsulated in “Walk”. Our dedicated Artyzen hosts are always prepared to recommend local favorites and hidden gems. The Penmanship workshop exclusively offered at Artyzen Grand Lapa Macau curates a journey of art, culture and heritage, where guests gain a first-hand experience of the precious art of Macau. “Music” is an essential element for the enjoyment of life. It covers events and activities that engage and entertain guests and locals as well as the curated soundtracks for different hotel brands and special live music performances and DJ events. The “Ghostly Travel Agency” at Artyzen Habitat Dongzhimen Beijing is a Halloween-themed event with games, buffet and party, where the local community and hotel guests experience an entertaining and culturally rewarding lifestyle.
2022 will be an important and meaningful year, as it will witness milestone expansions in Lingang and Qiantan, key areas in the development of the Shanghai municipality. The Lingang cluster will be built into a special economic function area, featuring Artyzen Lingang Shanghai, Artyzen Habitat Lingang Shanghai, Lingang Xinchen International Conference Center and Eature Residences Lingang, as well as several restaurants and bars. The Qiantan cluster, positioned to become “Shanghai’s newest International Business Zone”, features Artyzen Habitat Qiantan Shanghai and The Shàng by Artyzen Qiantan Shanghai, a new brand designed for the sophisticated urbanites. As a homegrown company, the group sees Shanghai as its launch pad for business and keeps pace with the city development, making its contribution to the growth of Shanghai. NEW BUND 31, an unappalled partnership between Shun Tak Group and Lujiazui Group, is a 215,000 square meter mixed-use development project, which consists of a state-of-the-art performing arts center, a lively and fun retail space, a Class-A 36-storey office tower, and an Artyzen hotel with 202 rooms. The destination is anticipated to be in full operation by early 2023. With art, innovation and lifestyle at its core, NEW BUND 31 will become a key contributor in Pudong New Area’s goal of establishing major cultural landmarks. Peter says, “We are delighted another 12 properties are under development and target to open by 2023 in major gateway cities including Shanghai, Zhuhai, Suzhou, Chongqing, and Singapore; ten of which will be in Shanghai. This “Magic City” accounts for more than 50% of our distribution. It is our launch pad to leading premium lifestyle experiences in the region.”
In the post-pandemic era, the young generation becomes the major customers of hotels. Peter explains, “The needs of our guests have always been our priority, especially those of Chinese guests. In the market of China, we focus on Generation Z and millennials, as on average they spend 11% more than the Generation X. The Covid-19 pandemic has truly posed a great challenge for the hotel industry, but I am very positive toward the Chinese market. In the future, we will launch more innovative services and offerings catered to our Generation Z and millennial guests to win their recognition. In addition, at Artyzen Hospitality Group, it is not only about guests finding happiness and joy. Ensuring that our employees feel a sense of belonging is equally important. Therefore, we share our values and visions to employees while carrying out trainings to enhance their understanding of the brands. We are focused on strengthening the bond and connection among our employees. Only by keeping guest satisfaction and employee engagement running in parallel can we truly build an upscale brand that is popular and celebrated in the market.”
Peter has more than 30 years of experience in the hospitality industry and joined the group in 2020. Prior to Artyzen Hospitality Group, he assumed key roles at a number of international hotel groups. Highly seasoned in new hotel development, pre-opening management, and operations, Peter has worked across different countries, which fostered his openness and rich skills in catering to guests of different cultural backgrounds. When asked about what differentiates Artyzen Hospitality Group from its peers, he answered, “Artyzen Hospitality Group is not a cookie-cutter and not generic international but one that is boutique, lifestyle and culturally rewarding. Our vision is to create premium lifestyle brands that truly connect with our guests, locals and the community in a meaningful way.” The journey ahead is a long one with many more possibilities waiting to be explored and discovered. Young and vibrant, Artyzen Hospitality Group is blessed with unlimited vitality and potential, and we look forward to witnessing more of its exciting achievements in the future.