History is the ultimate luxury

The main lobby of the Astor Hotel in Tianjin. The Astor Hotel is branded as a Luxury Collection for Starwood Hotels & Resorts. [Photo/chinadaily.com.cn]

C: What are you doing to promote your brand?

L: We changed the narrative on our websites. Instead of saying we're by the port and close to the river, we talk about the history. We talk about 2 American presidents who stayed here. Dr. Sun Zhongshan stayed here during the confusing days of China. Puyi stayed here for 6 years and danced with his wife when China was having all these problems. These facts are very strong and make people from far away lands attracted to this hotel, very conscious and eager to know where they must stay.

C: People say Tianjin is Beijing's back garden. Do you agree?

L: Back garden? Actually, I think Tianjin is Beijing's front door, because it has the sea! Whether people from Beijing acknowledge or not, Tianjin is Beijing's harbor. That's just how history is. Now it's even better because transportation is more convenient. It's much cheaper to ship with on sea, so this harbor is very important for Beijing.

C: Is there a difference between theme and character for a hotel?

L: Yes. A theme is like Disney hotel or a Hard Rock Café. The Astor is a Luxury Collection (LC) hotel for Starwood, and there's no other country with such a brand. LC is a group of hotels that has its unique points. But it's not just about history. It can be design. We have a lot of LC with such unusual designs that have naturally earned them the rights to be in the portfolio of LC.

L: Something that doesn't change must have a reason. It must be very luxurious, or a part of precious and irreplaceable tradition. We're working very hard to fine-tune the details. A new director of operational excellence is coming in to make sure the level of our services is where they should be. It has to be very luxurious. We have to have something deserving the rate.