InterContinental Hotels Group (IHG) is launching a new brand that targets wealthy Chinese travels at the domestic and international levels. According to the Wall Street Journal, the first Hualuxe Hotels and Resorts property will open in late 2013 or early 2014 with plans for more than 20 locations. The chain with have four key components:
Tradition – Long-celebrated traditions are reflected in every aspect of the hotel design, brought to life through a refined welcome experience, deep-rooted tea culture, and signature F&B venues throughout the hotel, from Fu Lin restaurant to late-night noodle bar
Rejuvenation – Natural surroundings from the green arrival to the lobby garden and resort-inspired bathroom helps guests break away from the pressures of their busy lives and be reinvigorated for the challenges ahead
Status – Recognition and respect are fundamental in Chinese society. A seamless VIP arrival, a unique Club Lounge experience, and specialty F&B “hosts” throughout the hotel serve to underpin the importance of guests and ensure the hospitality they receive and in return give to their business partners is flawless
Familiar Spaces – A range of public/private spaces are thoughtfully set out across the hotel. From multi-function suites to a rejuvenation center to a tea house, IHG has created a unique set of facilities for a wide range of social interactions and business meetings
