Global hotel giant InterContinental Hotels Group (IHG) has signed management contracts for eight HUALUXE hotels. Properties under the new brand, which launched five months ago targeting Chinese travellers, will open in Beijing, Shanghai and six emerging destinations China.
HUALUXE Hotels and Resorts is designed for Chinese consumers focusing on the unique aspects of Chinese etiquette, the importance of rejuvenation, status recognition and enabling spaces that reflect local customs and heritage.
The eight newly signed hotels bring a combined total of nearly 2,800 rooms to the HUALUXE brand pipeline, in less than five months since the brand launch. This success demonstrates owners’ confidence in HUALUXE Hotels and Resorts and recognition of the great consumer need and market potential for this hotel brand.
“Since we entered this market in 1984, we’ve been evolving our operating standards and services to ensure all our Chinese guests feel welcome and comfortable.” said Keith Barr, chief executive officer, IHG Greater China.
“HUALUXE Hotels and Resorts marks an innovation in this industry. Our three decades of experience has given us deep consumer insight that we’ve now used to create a brand where every element has been fashioned to suit the tastes and sensibilities of our Chinese guests. This has never been done before and it’s immensely rewarding to see so many owners and business partners understand, support and sign up to our vision.”
The first eight HUALUXE Hotels and Resort signings are all in cities where IHG already has an open hotel or a hotel in the pipeline and they will greatly complement other IHG hotels in these markets. HUALUXETM Hotels and Resorts is a key part of IHG’s strategy to grow market share in Greater China.
HUALUXE will initially launch in Tier 1, 2 and 3 cities and resort locations and IHG sees the opportunity for this brand to be in over 100 cities in China over the next 15 - 20 years.