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20160611
Swire Hotels Opens East Miami, Its First Property Outside of China



Hong Kong’s Swire Hotels has opened its third East Hotel in the world, and this time it’s in Miami, Florida. Located in a soon-to-be-opened, sprawling mixed-use development managed by Swire Properties called Brickell City Center, the new hotel is Swire’s first in the United States and first outside of China, where Swire manages five other hotels. Its boutique luxury hotel portfolio began with The Opposite House in Beijing in 2008, and most recently, The Temple House in Chengdu, the capital of China’s Sichuan Province. Swire also has properties in Hong Kong and Shanghai, and East has outposts in Hong Kong and Beijing.
Swire has been planning its Miami debut for about three years, and in terms of tapping into the Chinese tourism market, the timing seems to be right. Florida has long been a popular tourist destination, but the numbers of Chinese visitors surged only in the past few years. Last month, CCTV America reported that one tourism group in South Florida experienced a 200 percent increase in Chinese mainland tourists in the last three years. The number of young Chinese independent travelers overall is also up, and they’re looking for more than just a shopping experience.
Swire Hotels aims to attract travelers like these, who are looking for engaging experiences on their trips, by “providing a characterful experience for well-traveled, individually minded travelers who seek originality, style, and personalized service.” As in the case of its mainland properties, Swire Hotels is not just about providing a place to stay, but creating a lifestyle-focused one-stop shop, and EAST Miami is no exception.
The hotel is part of a $1.05 billion project that includes the nine-acre Brickell City Center development featuring five stories of high-end brands, a fine dining movie theater, and more than 30 restaurants, the first phase of which is scheduled to open later this year. Shops in the complex include common names like Saks Fifth Avenue, in addition to a handful of first-timers to the United States from South America. The complex also includes two residential towers and two office towers. Beyond Brickell City Center, visitors have easy access by subway to Miami’s vast number of attractions.

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