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IHG launches a new upscale hotel brand in China

The Hualuxe chain could reach over 100 cities across the country by 2030.

InterContinental Hotels Group (IHG) has launched a new upscale international hotel chain in China, as part of its strategy to become the luxury brand of choice for Chinese travellers around the world.

The chain will follow IHG’s managed operating model, similar to its other brands currently operating in China.

Richard Solomons, CEO of IHG, said: “Hualuxe has been developed by our Chinese team in response to in-depth research that shows the Chinese traveller wants the status of a world-class luxury hotel group combined with a feeling of pride in China and respect for Chinese tradition. We are filling the gap and providing them with an environment to conduct business and socialise in a way that is tailored specifically for them.”

The first Hualuxe hotel is expected to open by early 2014. The company is now in contract negotiations with more than 20 sites. IHG has announced that the brand could reach over 100 cities in China over the next 20 years.  

Solomons added: “Hualuxe is a genuine first for the industry – the brand takes the best aspects of renowned Chinese hospitality and applies IHG's international scale, powerful systems and unparalleled insights to deliver a traditional high-end consistent experience.”

Keith Barr, CEO of Greater China at IHG, said: “At nearly 30 years, we have been in China longer than any other international hotel group, giving us a deep understanding of the market and its consumers. We will now leverage that experience, and the strong relationships and reputation we have with customers and owners to establish and grow Hualuxe.”