InterContinental Hotels Group (IHG) has announced the launch of its international hotel brand Hualuxe Hotels and Resorts for the Chinese market.
According to IHG, the new upscale hotel brand has been developed in response to three core growth opportunities: consumer demand for an upscale international hotel brand, the domestic China opportunity and the international opportunity.
IHG plans to launch the brand in over 100 cities in China within the next 15-20 years.
The company said it has already signed over 20 letters of intent, which are now being converted into contracts, and hopes to open the first hotel in late 2013 or early 2014.
According to IHG, Hualuxe will offer guests an experience based on four priorities that are important to Chinese travellers: tradition, rejuvenation, status and familiar spaces.
Initially, Hualuxe will be launched in Tier 1, 2 and 3 cities and resort locations in China and in time will open in major cities in other parts of the world.
The brand, which has a multi-million dollar investment behind its development, will follow IHG’s managed operating model, similar to other IHG brands currently operating in China.
IHG estimates that the number of domestic travellers in China will reach 3.3 billion in 2015 and the Chinese hotel market is projected to grow by 5%-8% annually by 2030.