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IHG launches global Chinese hotel brand

By Cao Qian (Shanghai Daily)

15:39, March 19, 2012

IHG, the world's largest hotel group by room number, today unveiled a new tailor-made international hotel brand particularly catering to the needs of Chinese travelers.

The new upscale brand – Hualuxe – will be launched by late 2013 in China where its portfolio is set to reach over 100 over the next 10 to 15 years covering both gateway, second and third-tier cities. The new hotel brand will also open later in major cities around the world as Chinese travelers increasingly travel aboard.

IHG is one of the largest international hotel operators in China, with over 160 hotels across 60 cities and sees an opportunity for its brand to be in over 100 cities in China in the next 15 years to 20 years.

Hualuxe translates from "Hua," which means majestic China and "luxe," representing luxury.

Richard Solomons, chief executive officer 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 genuine first for the industry and a unique brand developed by our Chinese team that we know will resonate with the very important, fast-growing, Chinese consumer base."

With a multi-million dollar investment behind the new brand development, Hualuxe will follow IHG's operating model, similar to its other IHG brands currently operating in China and will be supported with brand development and marketing funds in the first few years.


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