HOTELS MARRY LOCAL TASTES WITH INTERNATIONAL STANDARDS
by THE BERGSTROM GROUP on June 27, 2012
Home page of Ahn Luh's web site
A recent survey of young second generation rich (primarily 18-35 years old) uncovered that two of the five subjects these wealthy youth would like to receive crash course training in were of a more traditional variety: tea ceremonies and Sinology. As the ideas of luxury coming from China is being explored, many young power consumers are eager to match heritage with modernity. Luxury hotels are taking note to offer a localized traditional experience that can hold its own against seasoned international travelers' expectations for their category.
The luxury hotel market is maturing, with young, affluent consumers starting to look beyond just the hotel’s brand name. These travel-loving consumers want a memorable and meaningful experience, something more unique than grandiose but often standard chains can offer. To appeal to this demographic, a new type of experience is emerging that combines traditional Chinese culture with contemporary lifestyle and technology.
One example is the Chinese luxury brand Ahn Luh Dujiangyan currently building its first outpost in Chengdu. Expected to open in the next 2-3 years, Ahn Luh Group’s mission is to mix traditional Chinese hospitality with the comforts and elegance of a modern resort. Each Ahn Luh resort will showcase Chinese culture with dim sum breakfasts, all-day Chinese-style tapas bars, a tai chi center, and a boutique selling regional goods and traditional Chinese medicine. Locations will be localized but not at the expense of what patrons would expect from a modern luxury hotel. Indoor and outdoor pools, libraries, cigar lounges, meeting facilities, and a fleet of Wi-Fi enabled cars will be available to guests.
The Bergstrom Group is an insights consultancy with a passion for telling the story of new China.
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