IHG launches hotel brand for Chinese consumers

IHG: hotel group launches Chinese brand
IHG: hotel group launches Chinese brand

InterContinental Hotels Group (IHG), is launching its first hotel brand specifically for Chinese consumers, called Hualuxe Hotels and Resorts.

The Hualuxe brand has been backed by a multi-million dollar brand investment and will roll out across China from late 2013.

IHG plans to launch the brand globally, but has not set a timescale for this yet.

Hualux Hotels and Resorts has been designed to demonstrate pride in Chinese customs and reflect local tradition within an upscale international hotel chain, reflecting demand from the Chinese domestic market.

IHG said the number of domestic travellers in China is expected to reach 3.3 billion in 2015, while the Chinese hotel market is projected to grow by 5% to 8% annually by 2030.

Outbound trips from China are expected to leap from around 10 million journeys to more than 100 million over the next 10 to 15-years.

According to IHG, it is already the largest international hotel operator in China, with over 160 hotels in 60 cities, which the group hopes will extend to a total of 100 cities in the next 15 to 20-years.

Richard Solomons, chief executive of 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 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 said it expects to recruit around 90,000 new staff worldwide to work across its brand offering, and has already announced it will be creating 3,000 new jobs in the UK over the next three years, including a number of new marketing roles, through the launch of a London training academy and new hotels.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer