flexible design serve as subheads with an opening that reads “ Hang with Ying ’ nFlo .” In it , the brand is described “ as a place that feels like a friend ’ s apartment , only better !” Design studio Linehouse was tapped to bring the brand to life .
Ying ’ nFlo is under the auspices of a powerful investment company , to be sure . But does it have the to stand out in the already cluttered midscale , lifestyle place ? HOTELS spoke to Shelley Tso , VP of marketing at Langham Hospitality Group , to get lowdown on this highend company ’ s mid-tier sally .
HOTELS : What is the derivation of the Ying ’ nFlo name ? Shelley Tso : Ying is a philosophical concept that describes opposite , but with interconnected forces , so the name is a play on the considered balance between personal space and interactive communal areas . Ying ’ nFlo is inspired by the lifestyle and values of the younger traveler . Its communal spaces offer a sense of co-living and sharing of space with like-minded strangers who can become friends or even collaborators over music , a foosball table or sparking of a conversation over coffee on the terrace . segment for their investments . Ying ’ nFlo is positioned to be an additional growth engine in a market segment we have yet to tap . It also serves to round out the portfolio where we can offer our audiences an offering in each key segment .
H : It ’ s an already crowded segment , too , how will Ying ’ nFlo be a differentiator ? ST : Hopefully through what we call the “ brilliant basics .” At the heart of Ying ’ nFlo will be the necessities our travelers require — executed to perfection . These naturally include a powerful shower , comfy bed , fast and reliable wi-fi , as well as a laundry station , smart home features , great coffee and breakfast .
It ’ s a brand that is digital first in its approach . Recognizing millennials and GenZers have largely grown up with a mobile device , they are more comfortable doing everything with them , including booking stays and communicating with the hotel . Ying ’ nFlo ’ s app ecosystem allows
A cabin room . them to book a room and control every aspect of the room , from opening the door and switching on the TV , to turning down the air conditioning system and more .
H : Will Langham operate these properties or is there franchise opportunity ? ST : The new lifestyle brand is targeted at giving partners , franchisees and operators an efficient business model to grow asset value and target a profitable market segment . There are ongoing discussions with developers and partners to bring this to market .
H : Could these co-locate with Langham or Cordis properties ? ST : Absolutely ! In fact , the Ying ’ nFlo in Xiamen will co-locate with The Langham and Cordis branded hotels in that city , and we launched in our home base of Hong Kong where we already have both brands . The addition of the Ying ’ nFlo brand gives us additional opportunities to
H : Langham has always been synonymous with luxury . Why is it pivoting into the midscale segment ? ST : While The Langham brand itself is synonymous with luxury , we have operated in a number of different spaces as Langham Hospitality Group , including the upper-upscale Cordis brand . This midscale selectservice brand was a clear gap in the offerings we can make available to owners , who were seeking this
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