When walking into a Hualuxe hotel, one may believe that it’s a Chinese brand but, in fact, it belongs to British company IHG Hotels & Resorts. The 11-year-old brand featuring Chinese-style decor and service is among an increasing number of hotel brands capitalizing on Chinese culture, according to an executive of the company.
“Traditional Chinese culture has been more widely embraced by the younger generation who have strong cultural confidence,” said Florence Hu, chief marketing officer of IHG Greater China. “As an upscale international hotel brand designed for Chinese business elites and Chinese culture fans around the globe, Hualuxe embeds Chinese culture into every aspect of the guest’s stay experience and strives to bring to life Chinese aesthetics and heritage.”
Hualuxe’s pursuit of traditional Chinese hospitality etiquette centers on food and gatherings, according to Hu.
It has cooperated with Chinese culture icons including Chen Xiaoqing, director of the hit food documentary A Bite of China, Kunqu Opera performer Zhang Jun and folk singer Gong Linna, and has held activities and food experiences to honor traditional Chinese festivals and occasions.
On Feb 4, Hualuxe cooperated with QQ Music to hold the CNY China-Style Concert to celebrate the Start of Spring, which is the first solar term of the Chinese lunar year.
Starring singers and dancers known for their traditional Chinese-style works, such as Li Yugang, the performance attracted more than 10 million online viewers, according to Hualuxe.
The event is part of the Hualuxe Gathering initiative, which was launched by the hospitality brand to create a socializing space, joining cultural forces, and sharing and promoting Chinese culture. Via the gathering, Hualuxe invited artists and scholars to conduct cultural exchanges and held exhibitions, bringing guests an in-depth experience of Chinese aesthetics.
To deliver an immersive cultural experience, Hualuxe staff wear uniforms inspired by traditional Chinese aesthetics. The hotels offer authentic Chinese cuisine and design their spaces using elements from traditional Chinese gardens and the local environment.
Source : China Daily
