Shen Fang-cheng, CEO of Hotel Royal Group, asserts that modern travelers do not lack information, but rather the profound perspectives needed to rediscover a city—a realization that prompted the Group to redefine the hotel’s role in contemporary travel.

In an era where travel information is omnipresent, the challenge for hotel brands lies in maintaining a meaningful dialogue with travelers. Hotel Royal Group has returned to the essence of "travel itself," re-evaluating the hotel’s role in contemporary journeys from a strategic brand perspective. CEO Shen Fang-cheng points out that what modern travelers lack is not information, but the insight to re-interpret a city—an insight that became the catalyst for the "Royal Explorer" initiative.

Distinguishing itself from superficial "check-in" tourism, Hotel Royal Group has transitioned from a service provider to a "City Curator" and "Travel Philosophy Proposer." The Group believes that travel is more than mere movement and consumption; it is an extension of one’s lifestyle that resonates with the traveler’s current state of mind and stage of life.

Reflecting on the Group’s heritage since its founding in 1977, Hotel Royal has established quintessential locations such as Hotel Royal Nikko Taipei, Hotel Royal Chihpen, Hotel Royal Hsinchu, Hotel Royal Jiao-xi, and The Place Tainan. Its signature "Taiwanese-style hospitality"—characterized by sincerity, warmth, and a deep connection to the land—has secured an irreplaceable position within the industry.

However, as consumer demographics and social structures evolve, branding faces new challenges. With the rise of regional revitalization and a more globally-minded generation, "travel" has evolved beyond simple sightseeing to become a deliberate choice of values and life philosophy.

"Royal Explorer" is curated around annual themes, guiding travelers to experience the soul of a city through diverse and unexpected lenses.

Since its launch in 2022, "Royal Explorer" has transformed the brand spirit into a sustainable thematic framework, presenting a fresh urban perspective each year. 2022 focused on "Healing," reconnecting travelers with the land post-pandemic at the Kanziding Fish Market; 2023 explored "Counter-current," following eight local guides into non-mainstream spaces; 2024 proposed "Breakout," challenging comfort zones with treks from Taipei 101 to Jiao-xi via the Tamsui-Kavalan Historical Trail; and 2025 unveils "Awakening," decoding the city’s pulse through early morning postal routes at the Taichung Mail Processing Center.

Under the 2025 theme "City Awakening," travelers step into the Taichung Mail Processing Center to witness the city's daily rhythms through the lens of dawn-breaking postal operations.

Hotel Royal Group envisions its next phase as the definitive starting point for travelers to truly know Taiwan. By continuously launching initiatives that delve into local townships, the Group ensures that hidden facets of life are rediscovered through its presence and interpretation, becoming the ultimate destination for the traveler's heart.