InterContinental Hotels Group’s new upscale hotel brand designed specifically for the Chinese traveller has added authenticity because it was created by the group’s own team in China. IHG believes that Hualuxe Hotels & Resorts, which translates from Hua meaning “majestic China” and luxe representing luxury, is the international hotel industry’s most targeted effort yet to reach the domestic Chinese travel market as it reflects Chinese culture and traditions. Brand features include Chinese restaurants, late-night noodle bars and tea houses, “lobby garden” areas and resort-inspired bathrooms. “Hosts” will also be employed to serve the guests throughout the hotel in the traditions of Chinese hospitality.
The new brand has been developed in response to what IHG sees as three core growth opportunities – consumer demand for an upscale international hotel brand that shows pride in Chinese customs and local traditions; the domestic China opportunity, whereby the number of domestic travellers is expected to reach 3.3 billion in 2015 and the China hotel market is projected to grow by 5-8% a year by 2030; and the international opportunity, where outbound trips from China are projected to grow from 10 million to more than 100 million in the next 10 to 15 years.
[photo courtesy IHG]