Hualuxe – New InterContinental Hotels Group Brand Aimed at the China

Hualuxe. Hua + luxe. Aimed at somewhere between an InterContinental hotel and a Crowne Plaza. Apparently the InterContinental Hotels Group is trying to come up with a brand that would be better suited to the Chinese market than their current ones.

hualuxe

Here’s how IHG describes the brand:

Tradition – Long-celebrated traditions are reflected in every aspect of the physical hotel design and are brought to life through a refined welcome experience, deep-rooted tea culture and signature food & beverage throughout the hotel from our Fu Lin restaurant to late night noodle bar

Rejuvenation – Natural surroundings from the green arrival, to the lobby garden and resort inspired bathroom helps our 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 food and beverage ‘hosts’ throughout the hotel serve to underpin the importance of our 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, rejuvenation centre and tea house we’ve created a unique set of facilities for a wide range of social interactions and business meetings

hualuxe-logo

They also made a nice rendition what a property might look like and posted it on YouTube

Not sure what to think of this. Of course the Chinese market is becoming more important by the year for the hoteliers, and the current Western brands may not be tailored closely enough for the target Chinese audience. Building a hotel brand from a scratch is always a long process, however. Eagerly awaiting for these to appear on the Points Breaks sometime in 2013.

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