Dream Hotel Group Partners With Prince Edouard de Ligne for 2020 Launch of Your Nature, an Unscripted Eco Resort by Dream Hotel Group, in Antoing, Belgium

USA, New York City, New York. December 04, 2018

Renowned hotel brand and management company Dream Hotel Group announced today plans to launch Your Nature, an Unscripted Eco Resort by Dream Hotel Group, in Antoing, Belgium in 2020. Your Nature is a Belgian eco-friendly resort located on the French border in a 700-acre forest belonging to the Princes de Ligne. This latest hotel signing represents a major milestone for Dream Hotel Group as it continues to grow its portfolio of lifestyle brands in Europe.

Set to open in 2020, Your Nature, an Unscripted Eco Resort by Dream Hotel Group, is a one-of-a-kind leisure destination designed with sustainability and conservation in mind. Located on preserved land owned by the princely family for over 300 years, the eco-tourism resort will be 100% environmental-friendly and built to maximize the conservation of the biodiversity and natural resources on the estate. 

“For almost 15 years, we have invested all our energy in creating an eco-leisure destination focused solely on nature,” said Belgium's Prince Edouard de Ligne. “The resort's avant-garde, original design mixes old and new in an authentic experience that is respectful of the environment. The choice of Dream Hotel Group as management partner is crucial to bringing our philosophy to life."

“Dream Hotel Group is honored to partner with Prince Edouard de Ligne on the opening of Your Nature in Antoing, Belgium,” said Dream Hotel Group CEO Jay Stein. “As we continue to expand into new markets and build our brand as international hospitality leaders, we are grateful to have found this opportunity to work with Your Nature to build a memorable destination for travelers in Europe.”

Nestled among 700 hundred acres of preserved natural forestland which contains a river and six private lakes, Your Nature will take advantage of the land with 575 eco-lodges, multiple dining and nightlife concepts, and vast recreational facilities, including an expansive wellness center with full-service spa, Turkish bath, yoga and fitness center and multiple indoor and outdoor pools. A private airstrip with gliding classes and exclusive water ski school complete the visitor experience, which pays homage to the richness of the ecosystem. 

Your Nature aims to offer an experience where guests can find serenity, reconnect with loved ones, and spend quality time with friends and family in a secluded nature retreat. By providing guests with the freedom to choose and a quality stay, visitors will rediscover the simple pleasures and joy of the outdoors. Your Nature offers diverse experiences in housing and a multitude of recreational activities based on the four elements of earth, air, water and fire.

Your Nature is located on the western edge of Belgium in Antoing, a town in close proximity to several major metropolitan cities and less than two hours from London, Paris and Brussels. The project required 81 million euros of investments, including 23.4 million euros of private equity. The de Ligne family is the main shareholder.

In addition to today's Belgium announcement, the de Linge family and Dream Hotel Group plan to expand the Your Nature into new markets across Europe and North America.

With 18 hotels open today and 20 new locations currently in development worldwide, Dream Hotel Group is on track to triple its existing portfolio by 2022. The signing of Your Nature, an Unscripted Eco Resort by Dream Hotel Group, signals another exciting milestone in the continued growth and evolution of the company and its portfolio of lifestyle brands.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.