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发表于 2012-3-19 19:45:47
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While Accor is brushing up an established brand to make Chinese travelers happy, InterContinental Hotels Group (IHG) has launched Hualuxe Hotels and Resorts (华邑酒店及度假村), which is an entirely new hotel brand just for China.
The English name Hualuxe translates as "China luxury," while the Chinese name reads Hua Yi. Hua means Chinese, and Yi stands for a city or a capital. Yi is also often associated with cognac, which is a sign of luxury in China.
Positioned between the company's upscale Crowne Plaza and luxury InterContinental brands, Hualuxe will focus on China’s second- and third-tier cities and is geared to please business travelers from domestic companies, state enterprises and government.
IHG has confirmed 20 Hualuxe properties in destinations including Zhangjiajie (张家界), Changsha (长沙), and Lijiang (丽江).
“[The new China brand is] going to Shanghai, Beijing, and Guangzhou in time, but not until [it's entered] tier-two and tier-three cities because that’s where the future opportunity is,” Keith Barr, IHG Greater China's CEO, told us.
Barr also noted that the plan is to create a Chinese chain that meets international standards but is based on IHG’s insight into Chinese travelers.
The London-based hotel group plans to spread the Hualuxe brand to more than 100 Chinese cities within 15 to 20 years.
The first Hualuxe hotel is expected to open in late 2013 or early 2014, though the location is yet to be confirmed.
One interesting fact is that the brand was named in Chinese rather than English.
“I want this Chinese name to be the essence of what this brand stands for,” added Barr, “and the English name is to be a reflection of that because this brand will go international.” |
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