IHG has tapped into the rapidly growing Chinese market with the launch of HUALUXE Hotels and Resorts, a new upscale international hotel brand that demonstrates pride in Chinese customs and reflects local tradition. The name comes from a combination of “Hua,” meaning “Majestic China,” and “luxury.”
Numbers back up the plan: the China hotel market is projected to grow by 5-8% annually by 2030*. Outbound trips from China are projected to grow from 10 million to more than 100 million in the next 10 to 15 years.
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. IHG has already signed over 20 letters of intent, which are now being converted into contracts and we expect the first hotel to be open in late 2013 or early 2014.
The brand is based on four identified priorities, including:
- Tradition: Long-celebrated traditions are reflected in the design, amenities and outlets, including a “deep-rooted tea culture” and restaurants like late-night noodle bars.
- Rejuvenation: Hotels will be rich in natural surroundings, offering a lobby garden and resort-inspired bathrooms.
- Status: Recognition and respect are fundamental in Chinese society. A seamless VIP arrival, a unique Club Lounge experience, specialty food and beverages throughout the hotel serve to underpin the importance of the guests.
- Familiar Spaces: Each hotel will feature a range of public and private spaces to be used for various social interactions and meetings.
The Wall Street Journal reports that IHG isn’t the only group with its sights set on China — Hilton Worldwide Inc. operates 28 Chinese hotels under its brands with plans to add at least 75 hotels within five years.
HUALUXE is initially launching in China with plans to expand worldwide.
This comes only a month after announcing plans for Even hotels, a fitness-based chain.