Artyzen Hospitality GroupArtyzen Hospitality Group1 April 2025
Reimagining Cultural Lifestyle with Shanghai as the Strategic Launch Pad
As urbanisation accelerates, the tourism market is shifting from “sightseeing tourism” to an era of “experiential tourism,” where travellers seek high-quality products and services and emphasise positive emotional experiences. Hotels, as the first stop where travellers encounter a city’s culture and identity, are actively adapting to these changes, breaking away from traditional operational models. As a homegrown international lifestyle brand, Artyzen Hospitality Group, a wholly owned subsidiary of Shun Tak Holdings Limited, has stood out in the hospitality industry since its founding in 2013 with its Asian-rooted philosophy of “Emotional Wisdom.” In this exclusive interview, the Grand Hotels Media team speaks with Mr. Rogier Verhoeven, Executive Director and President of the Group Hospitality Division at Shun Tak Holdings Limited, to explore the innovative and dynamic hospitality group and the immersive, refined experiences it offers its guests.
Shun Tak Holdings Limited is a publicly listed integrated cultural tourism conglomerate in Hong Kong and a pioneer of the “Tourism+” concept, fostering cross-sector, cross-industry, and cross-discipline collaborations to create a “1+1>2” synergistic effect. Artyzen Hospitality Group, one of China’s fastest-growing homegrown international brands, is a vivid embodiment of this strategy. By seamlessly integrating hospitality with culture, commerce, and the arts, it curates diverse and vibrant experiences. As Mr. Verhoeven explains, “Artyzen doesn’t just offer hotel stays; we craft cultural experiences where guests become part of the story. We create memorable experiences together with our guests where they can still feel the sense of smell, the sense of place and the warmth of our people even after they’ve left us.”
NEW BUND 31, Shanghai’s newest cultural landmark, stands as a flagship project under Shun Tak Holdings’ “Tourism+” strategy. Developed in collaboration with Shanghai Lujiazui Group, this multi-faceted commercial and cultural hub integrates art exhibitions, high-end retail, and immersive performing arts experiences. It features Artyzen NEW BUND 31 Shanghai, office and retail spaces, and “The Bank of Communications NEW BUND 31 Performing Arts Center”—the largest indoor professional theatre in Shanghai. The project aims to create an international cultural and lifestyle destination. “The theatre has hosted 150 shows of which 70% are international performances since our opening about a year ago. Additionally, our 1,500-square-meter Black Box Arts Space has accommodated 112 events, with one-third being international collaborations, such as Shanghai Fashion Week and the China Shanghai International Arts Festival. This year, we anticipate hosting 200 performances, further enriching Shanghai’s cultural landscape — evident by the recent success of the musical “Cats”. Furthermore, our partnership with the Buick LPGA Shanghai last year underscored Shanghai’s status as a global sports hub. Our commitment extends beyond tourism. We believe in nurturing local talent and celebrating cultural richness. For instance, we support student artists from the Shanghai Academy of Fine Arts and Shanghai Institute of Visual Arts by commissioning original artworks for our hotels and providing a platform for emerging artists to showcase their creations,” adds Mr. Verhoeven.
Artyzen Hospitality Group has two flagship brands—Artyzen Hotels and Resorts and Artyzen Habitat—along with a diverse range of boutique-style hotels designed for unique travel personalities, including The Shàng by Artyzen, YaTi by Artyzen, and Grand Coloane Resort. In addition to hotels, Artyzen Hospitality Group also operates and manages serviced residences, restaurants and bars, and conference centers. Artyzen Hotels and Resorts takes inspiration from local traditions, combining luxury with authentic cultural experiences to provide personalized services for discerning business travelers, couples, and families seeking high-end stays. Artyzen Habitat hotels redefines the concept of lifestyle hospitality, emphasizing local engagement and sustainability. It offers residential-style accommodations with flexible communal spaces, integrating work, life, and social interactions within a vibrant environment. This brand is particularly suited for millennials, digital nomads, and long-stay guests, offering an experience that blends a home-like atmosphere with a strong sense of community. Additionally, Artyzen Hospitality Group’s unique lifestyle hotel collection is tailored to travelers with distinctive preferences. The Shàng by Artyzen is a cosy, design-forward Select Service that feels more like an urban retreat; YaTi by Artyzen is a bold, vibrant Select Service concept appealing to younger, style-conscious travellers; and Grand Coloane Resort is a beachfront getaway in Macau, ideal for family vacations and leisure travellers.
All these refined and customized experiences stem from Artyzen Hospitality Group’s deeply rooted Asian philosophy—“Emotional Wisdom.” This philosophy is built upon three core pillars. First, it reflects Shun Tak Holdings’ commitment to sustainable development, emphasizing inclusivity, sincerity, connectivity, and eclecticism. Second, it draws upon a profound appreciation of Asian heritage, celebrating the richness of Asian traditions and presenting them in a modern and relevant context. Finally, it is grounded in a commitment to sustainability and community engagement, operating under the 3Cs—Connect, Care, and Celebrate—to ensure a positive impact extends beyond the hospitality experience. Mr. Verhoeven explains, “As a Shanghai-based international hospitality brand, we are deeply rooted in the philosophy of ‘Emotional Wisdom.’ With craftsmanship and emotional resonance at our core, we focus on heartfelt connections, authentic cultural immersion, and warm hospitality, ensuring that every journey is not just a stay, but a truly meaningful experience. While others offer luxury, we offer belonging. Artyzen doesn’t just showcase culture—we invite guests to be part of it. This philosophy unites our hotels through several key elements: authentic local experiences rooted in storytelling, cultural immersion, and unique design; active community engagement through partnerships with local artists, businesses, and social initiatives; and a steadfast commitment to sustainable hospitality practices and responsible tourism.”
“A Tale of Two Cities campaign in 2023, linking Artyzen Singapore and Artyzen NEW BUND 31 Shanghai, marked a significant milestone in showcasing the interconnectedness of our brand across different locations. Building on this success, our 2024 introduction of the “Emotional Wisdom” concept represents a deeper exploration of our brand philosophy. At Artyzen, “Emotional Wisdom” is about crafting meaningful experiences where every guest feels a genuine connection to the destination, its people, and its culture. When guests step into an Artyzen hotel, they don’t just see a beautiful lobby with stylish decorations—instead, they feel the warmth, like visiting the home of an old friend. That’s Emotional Wisdom in action.
The company’s long-term dedication to culture, sustainability, and excellence aligns perfectly with the professional values upheld by Mr. Rogier Verhoeven. With extensive experience in business development, management, and the hospitality and leisure industry, Mr. Verhoeven has been with Shun Tak Holdings for two decades, first serving as a Consultant and later as a Board Member with Shun Tak. “Shun Tak fosters an environment of continuous growth and innovation, providing opportunities to engage in transformative projects. The company’s emphasis on trust and collaboration, valuing people, ideas, and relationships, creates an inspiring work environment. For me, Artyzen is more than a brand—it’s a movement redefining hospitality, and I’m proud to be part of it,” shares Mr. Verhoeven.
Through our conversation with Mr. Rogier Verhoeven, we learned that Shanghai has always been the launchpad for Artyzen’s development, and with a majority of their projects based here, Shanghai is one of China’s most dynamic economic centres with a growing base of affluent travellers, many of whom are international travellers visiting China for the first time. Artyzen with a full portfolio of hotel brands in this city is well-positioned to meet the demands of sophisticated travellers looking for authentic cultural guest experiences. “Shanghai isn’t just where we are, it is where we grow. We are proud to take part in this journey together towards a vibrant and dynamic future. Shanghai’s position as a major global hub attracts both domestic and international guests, further amplified by supportive government policies such as expanded visa-free entry, a robust calendar of major events, including the Formula 1 Chinese Grand Prix, ART021 Shanghai Contemporary Art Fair, and many others. And Smart Tourism driven by technological innovation, including AI, makes this an ideal time for expansion.” shares Mr. Verhoeven.
The hospitality industry is evolving, luxury is no longer just about comfort, but about experiences, storytelling, and emotional connection. Artyzen Hospitality Group is at the forefront of this shift. Mr. Verhoeven shares, “Our 2025 vision for Shanghai encompasses several key initiatives: Extending a new hospitality concept in 2025 that blends wellness, local engagement, and sustainability; leveraging the city’s robust tourism growth, as evidenced by the 93% year-on-year increase in inbound visitors during the recent Lunar New Year; strengthening community and cultural collaborations through partnerships with organizations like the World Tourism Cities Federation to enhance Shanghai’s global reputation and fostering local connections through workshops, cooking classes, and wellness activities; and significantly expanding our digital marketing, partnerships, and events to solidify Artyzen’s position as a leader in lifestyle hospitality. For Artyzen, Shanghai is more than just a location; it’s the driving force behind our expansion, and we are committed to continuously innovating, evolving, and redefining luxury hospitality within this remarkable city.”
Artyzen distinguishes itself through experience-driven hospitality, creating personalized and culturally immersive stays that move beyond generic luxury offerings. While others offer luxury, Artyzen offers belonging. Artyzen doesn’t just showcase culture—it invites guests to be part of it. Each Artyzen property seamlessly blends hospitality with culture and design, infused with local artistry, sustainability, and a profound sense of place. The philosophy of “Emotional Wisdom” ensures every guest interaction is authentic and meaningful, fostering a strong emotional connection. With this distinctive vision, Artyzen Hospitality Group continues to redefine the guest experience, bringing unforgettable and enriching immersive travel experiences to visitors from around the world!