IHG, a famous hotelier headquartered in Denham, the UK, has announced the creation of a new brand named Hualuxe. The brand is developed for China and is aimed to provide better service for tourists of the country. Currently the brand is more a concept as the first accommodation under it will start working not earlier than in the end of the next year. IHG plans to spread Hualuxe in first, secondary, third-tier cities and towns of China, including popular resort destinations.
Hualuxe will be a chain of 4-star hotels with Chinese business travellers in mind. IHG has already described how they see the customers of their Hualuxe brand. These are modern busy people who work for government or large companies. Their life is full of stress; they are always in a hurry, often working until late at night. These are ambitious people who need comfort and so a hotel should reflect their status, and provide them with wide range of services.
Of course, right now it’s too early to speak about revenues, but IHG expects RevPAR to be between InterContinental and Crowne Plaza. Currently the hotelier makes multi-million dollar investments into this project. The hotelier’s desire to enhance its positions on the market is fully understandable – the number of domestic travellers may reach 3.3 billion by 2015, and the market is expected to add 5-8% each year up to 2030.
The key qualities of the new brand, according to IHG, are the following – wide choice of F&B offerings, natural surroundings in public areas, high quality of service, bathrooms inspired by resorts, underlining of status of the hotel’s guests, national culture-inspired facilities for meetings and events. IHG plans to open over 100 Hualuxe hotels in China within 15-20 years.