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For Developers

Rapidly expanding throughout Asia and Europe, pentahotels is a new generation of highly-profitable hotel brand. This design-led, lifestyle brand provides guests with streamlined service and comfort in a contemporary and upbeat environment. 


Pentahotels’ distinctive design reflects a mix of fun with functionality, comfort with creativity and style with simplicity. The typical pentahotel contains 200+ rooms. Future locations will be in urban centres and tourism hubs, everywhere from convention/ exhibition complexes and transport hubs to resort locations. In larger cities, there will be multiple pentahotels in different neighbourhoods.


Launched in Europe in 2007, pentahotels currently operates 24 hotels in Europe (Austria, Belgium, Czech Republic, France, Germany and the United Kingdom) and is growing quickly in Asia Pacific with three operating hotels (Beijing, Shanghai and Hong Kong) with three currently under development in Asia Pacific. Pentahotels is expanding aggressively, targeting 80 locations globally by 2020.

Pentahotels is a brand of Rosewood Hotel Group, a member of New World Development, a Hong Kong-based leading conglomerate. New World Development Company Limited (Stock Code: 17.HK) was founded in 1970. More than four decades, New World Development has expanded its business portfolio from a single focus on the property business to four core areas, including property, infrastructure, services and department stores in Hong Kong, mainland China and Macau. The group is also involved in direct investment and an array of other businesses.


pentahotels: the difference

Despite the strong anticipated growth, at pentahotels we ensure that each hotel is receiving all the necessary support and attention from the corporate office and we offer the following advantages to our partners:

  • direct involvement with senior management: consultation and engagement on a one-to-one basis
  • versatile and flexible: we understand the importance of flexibility to owners and ensure we are versatile enough to exceed their expectations
  • aligned interests: we are a fast-growing and dynamic company, committed to building win-win relationships 
  • efficient organisational structure: our clear, transparent structure ensures we have open and responsive communications with all our partners
  • strong network: extensive sales and marketing representations in Europe and Asia
  • development expertise: strong development expertise – we are also owners/developers through our parent company, New World Development, and we understand owners’ needs and business objectives.

pentahotels: efficient and effective

Through the evolution of our prototype hotel design and operation, we have developed a highly cost-efficient business model offering: 

  • competitive development costs based on our proven and flexible design – we have developed the pentahotels Global Concept to fast-track project development; developer-ready at schematic design stage
  • flexible average rate positioning in response to market conditions – we avoid limiting ourselves to a star-rating, enabling us to yield-manage effectively throughout the cycle
  • outsourcing services where possible (laundry, security, night cleaning, etc.) 
  • centralised services available for same city properties and creating regional clusters (sales, reservations, finance and human resources)
  • low operating costs with rationalised departments and multi-tasking workforce resulting in higher GOP margins – essentially we operate three divisions: operations (rooms and food and beverage), administration (finance and human resources) and sales
  • global branding and marketing support and advanced sales and reservation/distribution networks and systems, for example, GDS marketing with our “PT” private label chain code. Reservations and distribution system is powered by Sabre Hospitality SolutionsTM, used by more than 12,000 hotel properties around the world. 
  • global network and expansion plans create a strong brand and promote cross-selling opportunities, harnessing the large Chinese, as well as European, outbound markets, benefiting pentahotels across Europe and Asia Pacific.

design & operating philosophy

At the core of pentahotels are five guiding concepts:

  • pentastyle – a cool design ethos that exudes comfort and warmth
  • pentalounge – a “lifestyle lobby” that multi-functions as a reception, lobby, bar, and café, perfect as a neighbourhood hub
  • pentasleep – practical, comfortable guestrooms that ensure a sound night’s sleep
  • pentafun – an element of fun and surprise in the pentalounge and guestrooms
  • pentapeople – a sense of lively community amongst hotel guests, drop-in customers and hotel associates


All pentahotels encompass the brand’s iconic pentalounge, a bar/café/lobby/reception which is not only the hotel’s pulsating heart for its guests but also a point of reference and congregation for the neighbourhood’s residents. Pentalounge is designed to be a lively gathering space with WiFi, pool table, bar/lounge, internet corner and café – more of a living room concept and the natural extension of one’s guestroom or home. Creative, casual and interactive, pentalounge sports simple organic finishes and contemporary rustic décor – bright and friendly during the day, the space transforms into a warm “bar/ultra-lounge” space in the evening.

In pentalounge, the utilisation of space is flexible, interactive and integrated through the use of communal tables, lounge chairs and TVs. Pentalouge quickly becomes a popular spot to socialise, surf the web, play games or listen to the latest tunes. 



The signature pentarooms are simple and straight forward – like the rest of the hotel. The rooms measure between 22 square metres (pentarooms) to up to 32 square metres (pentaplus.) The décor is based on simple single or bi-colour tones with ample use of natural materials and finishes. The general feel is fresh and bright in New York loft-style. 



Property Development Enquiries

Asia Pacific
36/F New World Tower 1, 18 Queen's Road Central,  Hong Kong
 T: +852 2138 2287


13 St Swithins Lane
London, EC4N 8AL, United Kingdom
T: +44 (0) 2031 892 126