Azerai Plans February Opening of Azerai La Residence, Hue Following Renovation of the Historic Mansion in Vietnam

Viet Nam, Hue. December 20, 2018

Azerai, an emerging hospitality group led by hotelier Adrian Zecha, is planting another flag in the former imperial capital of Vietnam.

The historic hotel, to be known as Azerai La Residence, Hue, will celebrate an official opening in February after the most extensive renovation since the historic, 1930-built mansion was completely overhauled thirteen years ago.

The 122-room hotel's aesthetic affirms Azerai's devotion to simplicity and elegance, and reconfirms the brand's commitment to affordable luxury.

Anchored by a 1930's colonial mansion and two complementary wings built in 2005, the hotel commands 200 metres of frontage along the fabled Perfume River, with views of the imposing Flagtower Bastion and the 1804-built Citadel on the river's north bank.

Poised between the landmark Hue Railway Station and a string of colonial era buildings, the hotel's facade and long horizontal lines are testaments to its art deco roots and enduring appeal.

Azerai La Residence, Hue is a complement to the 60-room Azerai Can Tho, which debuted on the Mekong Delta this past spring. The name Azerai was inspired by the initials of Adrian Zecha and the Persian word caravanserai, a resting place usually around a central courtyard.


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There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.