Langham Forays Into Midscale With Ying’nFlo Targeting Younger Clients
Above, a shared space at Ying’nFlo. Right, stylish, simple and vibrant rooms, with “brilliant basics” and high-tech power
31 October 2022
The last time Hong Kong-based Langham Hospitality Group launched a new brand was seven years ago. Cordis is an upscale brand, complementing the luxury Langham flag. Now, the group is going down one more rung with an upper midscale brand called Ying’nFlo.
“Ying’nFlo is a bold colorful canvas for the younger urban travelers, at an affordable price,” said Langham Hospitality Group’s CEO Brett Butcher. “It’s a smart guest experience for a generation that has grown up with digital. The concept combines simple stylish design with brilliant basics which are efficiently executed with a strong social vibe.”
“There is a strong opportunity to grow Ying’nFlo in Asia-Pacific and beyond where 50 percent of the population are millennials or GenZers.”
The first Ying’nFlo hotel has opened in Hong Kong in the eclectic neighborhood of Wanchai. Being in places that are “front door” to cultural, entertainment and tech hub district is a cornerstone of the brand, said Butcher.
Architect and interior designer Linehouse was tasked to create spaces for “inquisitive, urban travelers looking for a practical, well-designed place to stay, for whom standard hotel offerings are not the answer.”
The result is flexible design where guestrooms and common spaces offer multi-functional uses. Guests can sleep, chill or work in their rooms, which feature furniture adaptable to these needs. The “brilliant basics” that Butcher referred to include a powerful shower, comfortable bed, fast and reliable Wi-fi, a laundry station, smart home features, great coffee and breakfast.
Rooms are stylish, simple and vibrant, with light-colored walls, timbered ceilings, terracotta brick floors, colorful patterned tiles and soft natural light.
As with the trend today, Ying’nFlo also offers shared areas such as café-style lobbies and flexible workspaces, to connect everyone.
Lobby and communal spaces feature vending machines dispensing a variety of essentials and refreshments. Some properties will offer bike-sharing services and retro table games.
Ying’nFlo is also a playground for emerging artists and musicians to curate stories that resonate with their generation. At the Hong Kong hotel, for instance, Berlin-based artist Josephine Rais has created a colorful outdoor mural that invites guests to play in its multi-functional spaces.
As well, curated music lists showcasing emerging artists will play on property and on social channels.
An all-in-one Ying’nFlo app will enable guests to check in and out, use their smartphone as a digital keycard, and access the in-room controls including TV, air-condition level and lighting. The app also includes messaging, which allows guests to get in touch with staff and make requests before arrival and on-property. Guests can also charge their vending machine or cafe purchases to their room using the app.
Langham Hospitality Group said it is in discussion to secure multiple sites for the development of Ying’nFlo. Sor far, there’s one in the pipeline, in Xiamen, China. The hotel is part of the group’s first multi-brand project.