Abstract

The protagonist Robert Warren knew what was expected of him when he was appointed as the CEO of Langham Hospitality Group LHG in March 2014 LHG was a direct subsidiary of Great Eagle Holdings Limited a Hong Kong Chinese property conglomerate controlled by Dr KS Lo and his family board members Great Eagle was looking for robust growth in its global hotel business and it expected Warren and LHG to deliver that growth via multibranding and brand differentiation strategies

Learning Objectives

Using this case students will develop an understanding of the market and demographic forces that shaped the new hospitality strategy of LHG and be able to assess the merits of each marketing strategy Additionally the bearing that family board members can bring upon company policies and operations would provide an ancillary point of discussion for students interested in Asian family enterprises