Macau's Luxury Hotel Industry in the Context of the Greater Bay Area: Strategic Reflections on Mainland Chinese Hotel Brands
Year: 2025
Type: article
Abstract: As Macau’s hospitality industry shifts towards diversification, mainland Chinese hotel brands face both opportunities and challenges in this competitive market. Traditionally dominated by gaming-driven luxury hotels, Macau is witnessing a rise in non-gaming luxury, driven by policy shifts and evolving consumer preferences. Using Morpheus Hotel as a case study, this research explores anti-luxury theory as a strategic approach, emphasizing invisible luxury—where cultural storytelling, wellness experiences, and technology-driven personalization redefine luxury beyond material opulence. This study proposes four key strategies for mainland brands entering Macau: (1) repositioning through experiential and cultural luxury, (2) leveraging technology for personalized engagement, (3) integrating wellness tourism with hospitality, and (4) adopting asset-light expansion to reduce financial risks. These findings provide new insights into luxury hospitality and market differentiation, offering practical strategies for sustainable growth. The success of anti-luxury strategies in Macau signals a broader industry shift towards intangible, immersive, and wellness-focused luxury experiences.
DOI: 10.54097/cmb5hh45
Author: Shichang Qi
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407854389