Niccolo Hotels Blends High Fashion with Five-Star Hospitality

by Doug Gollan

For clients traveling to Hong Kong, China and soon Japan and Sinagpore, Wharf Hotels’ up and coming Niccolo Hotels brand wants you to envision it as a cross between the modern approach of Upper House from Swire Hotels with a heavy dose of fashionista.

The 5-star sister brand of Marco Polo Hotels, Niccolo is owned by the same parent as Lane Crawford, the Neiman Marcus of Asia.

Its newest hotel, The Murray, a 336-room hotel that opened in January, is located near Bank of China Tower and the Hong Kong Zoo. The Lord Norman Foster designed property already gained top ratings in the SAR from the readers of Conde Nast Traveler, an impressive feat in a city known for its top hotels.

Sandy Russell, vice president of sales and marketing for Wharf Hotels, speaking at the International Luxury Travel Mart conference, said in addition to three hotels in China – Changsha, Chengdu, and Chongqing – an opening in Suzhou is set for 2020, which includes a 103rd floor guest reception and lobby.

Other projects in the pipeline include Osaka and Singapore, although she expects measured growth as the company is focused towards ownership rather than just management contracts. One reason, she said, is Wharf’s involvement in luxury retail. She said one defining feature of all Niccolo hotels is that they will have a significant inventory of boutiques from top luxury brans such as Chanel and Gucci.

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