IHG introduces launchpad hotels for Chinese brand
Luxury hotel brand Hualuxe, designed for Chinese consumers, to debut in Nanchang and Yangjiang
The first two hotels for InterContinental Hotels Group’s new luxury brand for Chinese consumers will be in Nanchang and Yangjiang, with the operator hoping to eventually to take it to key cities around the world.
Hualuxe Hotels and Resorts was originally introduced in 2012, with IHG claiming it is the world’s first international luxury hotel brand specifically designed for Chinese consumers.
Its first hotels will include the Hualuxe Nanchang High Tech Zone, a 281-room property located in one of the tallest buildings in the capital of Jiangxi Provice, in Southeast China.
Meanwhile, Hualuxe Yangjiang City Centre will be located in the heart of the coastal city of Yangjiang, with 282 deluxe rooms. According to IHG, it will be the city’s first hotel to be operated as part of an international brand family.
The operator said it has already signed 24 Hualuxe hotels into the pipeline in 20 cities across China including Beijing, Shanghai and Chengdu. They will all open over the next three to five years.
Beyond that, IHG plans to introduce the brand into key international destinations such as London and New York, to meet the specific requirements of the Chinese travellers.
“The brand was built on over three decades of market insight, experience and leadership in China and epitomises the finest elements of China’s world-renowned hospitality," said IHG chief executive Richard Solomons.
“The brand has been well-received in the market since its launch in 2012 and we are on track with our vision of taking it to 100 cities in Greater China over the next 15 to 20 years. The first two hotels, in Nanchang and Yangjiang, are located in China’s heartland and working with our trusted owners, we are confident they will be welcomed by both Chinese and international consumers.”
IHG will aim to incorporate an acknowledgement of Chinese culture and heritage into the design and service at the hotels, with an emphasis on etiquette, rejuvenation in nature, recognition of status and enabling space.
Woven into every detail of the luxury brand’s service and design is an, with particular emphasis on the Chinese values of. Adhering to these values means that Hualuxe Hotels and Resorts is able to satisfy the demands of Chinese business and social interaction and is the first international hotel brand to do so.