Arty and affordable: Langham launches tech-centric brand for Gen Z travellers

Langham Hospitality Group has launched a new upper-midscale hospitality brand targeting Millennial and Gen Z travellers, signaling a new chapter for the group as it marks its 20th anniversary.

Ying’nFlo is a colourful and youthful brand that celebrates art, music and culture, and offers a vibrant, practical and social space for people to come together.

Street dancers performed at the opening ceremony of Ying’nFlo in Hong Kong

“Ying’nFlo is a bold colourful canvas for the younger urban travellers, at an affordable price,” said Langham Hospitality Group CEO Brett Butcher.

“It’s a smart guest experience for a generation that has grown up with digital. The concept combines simple stylish design with brilliant basics which are efficiently executed with a strong social vibe.”

The Arcade room at Ying’nFlo in Wanchai

The first Ying’nFlo property launched in Wanchai, Hong Kong in October 2022, with another to follow in Xiamen.

Langham plans to rapidly expand the brand in the Asia Pacific region and is in currently in discussions to secure multiple sites for development.

“We will locate Ying’nFlo in destinations where our guests want to travel,” Butcher said.

The Music Room at the Hong Kong property

“These locations would be the front door to cultural, entertainment and tech hub districts.

“There is a strong opportunity to grow Ying’nFlo in Asia-Pacific and beyond where 50% of the population are Millennials or GenZers.”

Each Ying’nFlo will feature will offer urban art experiences, curated music playlists and technology to maximise convenience.

A view of The Music Room leading into the lobby

For the Hong Kong property, Ying’nFlo commissioned Berlin-based urban artist Josephine Rais to create an eye-catching mural which is displayed on the exterior wall of the building. Inside, the hotel features timbered ceilings, terracotta brick floors and colourful patterned tiles.

Throught the Ying’nFlo app, guests can check in and check out with their phone, manage in-room entertainment, air-conditioning and lighting, and avail of in-house services. Guests can also engage with staff prior to arrival via the app and access information about the local area. There will also be a digital check-in kiosk at each Ying’nFlo site.

Guest rooms feature adaptable furniture to cater to guests’ individual needs

“In an ever-changing digital era, the Millennials and GenZers are hyperconnected digital natives who are seeking a level of personalisation, authenticity, and digital touchpoints from a hospitality brand that they can call their own,” said Butcher.

“Ying’nFlo offers this with a level of comfort and relaxation which gives this new generation of globally-minded adventure seekers room to explore their creativity.”

Ying’nFlo focuses on getting the basics right like a high-pressure shower

Getting the basics right is a key focus for the brand with great emphasis put on powerful showers, comfy beds, great coffee and breakfast, fast Wi-Fi, and smart home features. To cater to all guests’ needs, the rooms feature adaptable furniture for multifunctional uses.

Shared spaces include café-style lobbies and flexible workspaces with vending machines full of essentials and refreshments. Guests can charge vending machine purchases to their room using the app.

Some properties will also offer bike share services and retro table games.

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