EAST Beijing hotel opens for business

EAST Beijing hotel opens for business

Targeting Chinese business travelers, will the 369-room "lifestyle business hotel" set a new trend for the capital?
east beijing opens main
The view from EAST Beijing's corner room on a good day.

Swire Hotels recently debuted its business hotel brand EAST in mainland China, with the opening of EAST Beijing.

Located in Jiangtai, a residential and business area in northeast Beijing, the 369-room EAST Beijing hotel opened mid-last month and carries forward EAST Hong Kong's minimalist style.

Check-in takes place on a MacBook. The rooms are decked out with a streamlined design and are equipped with the iPod touch interactive system.

east beijing opens mainEAST describes Feast as a "big bustling cafe.""We want to keep things as simple as possible," said Anthony Ross, area general manager at Swire Hotels. 

"We are not opening to please every guest, but those who like our style will really enjoy their staying," he continued.

Ross stressed EAST Beijing is a "lifestyle business hotel." Although its main target is business travelers, the hotel hopes to bring a chic and classy lifestyle to the neighborhood.

He expects nearby residents to be the regular patronage of the hotel's two restaurants (40-seat Japanese restaurant, Hagaki, and 200-seat fusion restaurant, Feast) and first-floor bar Xian, which mixes more than 180 cocktails.

EAST Beijing is a 15-minute walk from the city's iconic art zone, 798 Art District, and a 20-minute drive from Beijing Capital International Airport. It is also in close proximity to many international companies' China offices, such as Microsoft and Daimler AG.

The hotel is a part of INDIGO (not to be confused with INDIGO the hotel), a newly unveiled, RMB 4 billion realty project. The 1.89-square-kilometer commercial complex is jointly owned by Swire and Beijing-based Sino-Ocean Land.

More on CNN: 20 best Beijing hotels

EAST Beijing is Hong Kong-based Swire Hotels' second EAST-branded hotel, after 350-room EAST Hong Kong, and the group's second hotel in mainland China.

The group also owns The Opposite House, a 99-room boutique hotel in Beijing’s entertainment landmark Sanlitun Lu.

East Beijing, No. 22 Jiuxiangqiao Lu, Chaoyang District, Beijing, 北京市朝阳区酒仙桥路22号, tel: +86 10 8426 0888, www.east-beijing.com

Special opening rates start from RMB 798 per night for a single or double room. Rates valid till December 31, 2012.