Making rooms for China
Hotelier IHG raised the bar on localizing one’s concept by designing the chain’s latest hotel in China specifically for the Chinese traveler. The new hotel is called Hualuxe Hotels and Resorts— “hua” means majestic in Chinese and “luxe” denotes luxury, according to the company.
Some of the customizations:
- Since recognition and status are fundamentals in Chinese society, a special VIP arrival procedure was established, as well as “specialty food and beverage hosts throughout the hotel,”
- In addition to a rejuvenation center, other themed common areas are provided, such as a tea house.
The Hualuxe brand may eventually be introduced to other markets, a company spokeswoman said.
The hotel market in China is projected to grow by 5 to 8 percent annually by 2030, according to IHG, which now franchises nine hotel brands, including Holiday Inn and Crowne Plaza But even more exciting for hotel brands around the world is that outbound trips from China are expected to grow from 10 million to more than 100 million in the next 10 to 15 years, according to the China National Tourism Administration.