New Century Group - Hangzhou - China

New Century Group  - Hangzhou - China

Development and launch of Senbo Resorts

New Century Group is the largest domestic, private-sector, star-rated hotel group in China as measured by the number of hotel rooms in operation or under development. New Century Group is the No.1 private-sector star-rated hotel group, and ranked No.2 overall, among domestic star-rated hotel groups in terms of the number of hotel rooms in operation or under development. New Century Group had approximately 230 star-rated hotels in operation or under development with over 50,000 rooms. Since its inception in Hangzhou, Zhejiang Province in 1988, New Century Group has established the widely recognized “New Century” brand series that principally targets the luxury and upscale travel segments, offering hospitality services of international standards complemented by local Chinese elements.

Our assignment:  Introduce under the brand ‘Senbo Resorts’ the all year around and weather independent European holiday resort success formula ‘Center Parcs’ in China. The for China new resort formula involved: a 500 room 5 star hotel, a large scale thematic Waterpark, 500 holiday accommodation in the nature, a large scale thematic covered centre with restaurants, retail and leisure facilities and activities, a broad spectrum of outdoor leisure facilities and activities and a large scale meeting, ballroom and convention facility. During the period 2012-2014 Mochtar Velders from the TLC group was involved in:

  • Site identification;
  • Master plan development;
  • Brand development;
  • Investment, exploitation planning and ROI analysis;
  • Preparation commercial operations and organization including ICT for the domestic Chinese market.