IHG targets China with new Hualuxe brand

Friday, 23 March 2012 00:01 - - {{hitsCtrl.values.hits}}

InterContinental Hotels Group has launched a new brand designed specifically for the Chinese traveller – Hualuxe Hotels and Resorts.

The number of domestic travellers in China is expected to reach 3.3 billion in 2015 and 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.

Richard Solomons, CEO IHG, said, “Building on our proven ability to build, develop and nurture brands, we are very proud to be launching Hualuxe Hotels and Resorts - a genuine first for the industry and a unique brand developed by our Chinese team that we know will resonate with the very important, fast-growing, Chinese consumer base. Hualuxe takes the best aspects of renowned Chinese hospitality and applies IHG’s international scale, powerful systems and unparalleled insights into the Chinese market to deliver a traditional high-end consistent experience.”

IHG already has more than 160 hotels across 60 cities in China 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. The first Hualuxe hotel is expect to open in late 2013 or early 2014.

Hualuxe will launch initially in Tier 1, 2 and 3 cities and resort locations in China and in time, 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.