The Park Lane Hong Kong debuts in Autograph Collection

Its merger with the world’s biggest hotel operator has led to greater guest traffic.

The Park Lane Hong Kong has joined Marriott International, Inc.’s Autograph Collection under a 15-year franchise deal, unveiling a revamped hotel that highlights contemporary local art in Causeway Bay.

Its merger with the world's biggest hotel operator has led to greater guest traffic through the brand’s Bonvoy loyalty program.

“The Bonvoy program alone has 220 million members, giving us a great opportunity to reach a vast audience,” Luc Bollen, general manager at The Park Lane Hong Kong, Autograph Collection, told Hong Kong Business.

“Through marketing and communications on key platforms, we were able to tell them: ‘Hey, we’re here — we’re the new Autograph Collection in town,’” he added.

The union with the Maryland-based hotel operator has also led to a shift in The Park Lane Hong Kong's guest demographics.

"We've noticed a shift in booking patterns, with more guests from nationalities that have strong ties to Marriott now choosing our hotel — groups that were previously less represented in our demographics,” Bollen said via Zoom.

The hotel, which has 820 guestrooms and suites, expanded its lifestyle amenities early this year to include the Ebb & Flow Café, the Playt Buffet with its signature Seafood Bar, and the SKYE Roofbar & Brasserie.

"If you step into the Ebb & Flow lounge, you'll see an entire art wall dedicated to promoting and providing a platform for young, up-and-coming artists,” he said. "We brought in street artists to decorate our all-day dining room, adding a more vibrant, youthful, and modern feel to our rooftop — something reflected throughout the hotel.”

Bollen noted that a decade or two ago, travelers were looking for the best bed, the finest linen, the fastest internet, and a big flatscreen TV. “Back then, hotels highlighted these features in their marketing.”

But what was once considered a luxury is now a basic requirement, he said, adding that today, travelers prioritize unique experiences over traditional luxuries.

“People travel differently now — they travel with a purpose,” he said. “They seek experiences and want to immerse themselves in the local community.”

The Park Lane, which started in 1974 as Hotel Plaza, launched the 50 Wonder Trails — a curated guide to exploring Causeway Bay — to cater to this shift.

"It leads travelers to unique spots like an old pawnshop, a local street food stall, or a century-old bookstore,” Bollen said. “It highlights small restaurants, historic temples, and discovery trails woven into the fabric of the city.”

The guide, available in digital format, lets guests experience Hong Kong like a local.

“It gives our guests the opportunity to truly connect with the community while staying with us,” he said. “It also allows us to engage with them on a deeper level — not just as hosts providing a bed, comfort, and safety, but as storytellers offering a richer, more meaningful experience.”

The Park Lane’s prime location further enhances its appeal.

"That combination is very rare in Hong Kong, especially the luxury of both a harbor view and a park view," Bollen said, referring to the hotel’s proximity to Victoria Park, the Royal Yacht Club, and Causeway Bay's shopping districts.

Unlike traditional hotels that renovate every 12 years or so, The Park Lane wants change that is continuous and adaptive.

"We will continue with the style we introduced in 2024, which itself is an evolved 2.0 version of our 2019 design,” Bollen said. “Each time we renovate, we take the opportunity to refine and adapt to our guests' evolving needs and preferences.”

The hotel works closely with its frontline teams for guest feedback, allowing it to innovate with every update. “This process allows us to innovate and offer something fresh with every update.”