Hualuxe, the first hotel brand to specifically target the Chinese consumer, now has 20 projects under construction, with the first set to open late 2014.

Hotel giant, IHG, launched the brand in August 2012, merging Chinese hospitality with its international scale systems and insights into the Chinese market.

The chain targets the Chinese consumer in such ways as focusing on Chinese etiquette and by creating spaces which reflect customs and heritage.

“Our three decades of experience in this market have given us deep consumer insight that we’ve used to create a brand where every element has been fashioned to suit the tastes and sensibilities of our Chinese guests,” says Keith Barr, chief executive officer, IHG Greater China. “This has never been done before and it’s immensely rewarding to see so many owners and business partners understand, support and sign up to our vision.”

Development is initially focussing on one, two and three tier cities in China, including Shanghai and Beijing. Going forward, major cities worldwide will be targeted so that Chinese visitors can enjoy the Hualuxe experience when travelling overseas. IHG is aiming for the brand to be in 100 cities in China over the next 15-20 years.