IHG plans new brand for China by 2013

InterContinental Hotels creating high-end brand with Chinese in mind

The world’s top hotel company plans, in 2012 or 2013, to open a new brand created especially for the Chinese market. One of the company’s executives confirmed IHG’s intentions this week in an interview with Reuters. The as-yet-unnamed high-end brand will aim to attract business travellers as well as Chinese state officials travelling across the country. It is with the latter guests in mind that IHG has conducted extensive research to help reshape services – for example a grand hotel lobby to cater to Chinese preferences for luxury, an all-day Chinese restaurant, a smaller bar and a bigger teahouse.
“There are thousands of years of history that have shaped their culture, their backgrounds and their beliefs — the way you should arrive at a hotel and be treated, it’s just different,” the executive said.
Besides the premier tier of cities, the new brand will also be placed in fast-growing second- and third-tier cities with good travel connections. Certain other international hotel companies have already announced new luxury brands for China, such as Hermes International‘s new Shang Xia, launched in September 2010. IHG has 145 hotels in China and the firm launched its boutique brand, Hotel Indigo, in Shanghai late last year.
[pictured: Beijing Parkview Wuzhou]

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