Hualuxe Hotels & Resorts Tier 1, 2 & 3 Cities
IHG has launched the first upscale, international hotel brand designed specifically for the Chinese traveller – Hualuxe Hotels & Resorts. Hualuxe translates from Hua, which means majestic China and luxe, representing luxury.
The brand has been developed in response to three core growth opportunities that IHG is tapping into – consumer demand for an upscale international hotel brand that demonstrates pride in Chinese customs and reflects local tradition; the domestic China opportunity; and the international opportunity for outbound Chinese travellers. IHG is already the largest international
hotel operator in China, with more than 160 hotels across 60 cities and sees the
opportunity for this brand to be in over 100 cities in China in the next 15-20 years. The group has signed over 20 letters of intent which are now being converted into contracts with the first hotel expected to open in late 2013 or early 2014. Keith Barr, CEO IHG Greater China,
comments: “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.” Hualuxe will offer guests a traditional
experience based on four priorities that Chinese travellers want from an upscale hotel: tradition, rejuvenation, status, and familiar spaces, which will include multi- functional suites, private dining rooms, rejuvenation centre and tea houses. Hualuxe will initially launch in tier 1, 2 and 3 cities and resort locations in China. In time, it will open in major cities elsewhere in the world so that Chinese travellers can have the same experience abroad. With a multi-million dollar investment behind brand development, Hualuxe will follow IHG’s managed operating model, similar to its other IHG brands currently operating in China and will be supported with brand development and marketing funds in the first few years.
Sleeper China 2012 11
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