InterContinental Hotels Group (IHG) has launched a new upscale hotel brand designed specifically for the Chinese traveller.
HUALUXE Hotels & Resorts, which translates from Hua, meaning ‘majestic China’ and luxe, representing luxury, will aim to reflect Chinese culture and traditions both in the physical hotel design and in-house services. Brand features include Chinese restaurants, late night noodle bars and tea houses, as well as ‘lobby garden’ areas and resort-inspired bathrooms.
IHG will also employ ‘hosts’ to serve guests throughout the hotel in the traditions of Chinese hospitality.
“We are very proud to be launching HUALUXE Hotels and Resorts – a genuine first for the industry and a unique brand developed by our Chinese team that we know will resonate with the very important, fast-growing, Chinese consumer base,” said IHG’s CEO, Richard Solomons.
“HUALUXE takes the best aspects of renowned Chinese hospitality and applies IHG’s international scale, powerful systems and unparalleled insights into the Chinese market to deliver a traditional high-end consistent experience,” he added.
IHG is already the largest international hotel operator in China, with more than 160 hotels across 60 cities. The company is planning to expand to 100 cities in China in the next 15-20 years.
The company also revealed that it has signed more than 20 letters of intent for the HUALUXE brand, with the first hotel expected to be open in late 2013 or early 2014.
HUALUXE will launch initially in tier one, two and three cities and resort locations in China, but the brand is expected to be rolled-out internationally in future, to cater for the increasing number of outbound Chinese travellers.
Keith Barr, CEO IHG Greater China, said; “IHG was the first international hotel group to enter China nearly 30 years ago, which gives us a deep understanding of the market and its consumers. We have had great success over the years with the five brands we already have in this market, and we will now leverage our experience, and the strong relationships and reputation we have with customers and owners to establish and grow HUALUXE.”
