Image: One of the brand's themes will be rejuvenation

InterContinental Hotels Group (IHG) has launched a new upscale China-centric hotel brand.

The creation HUALUXE is part of the group's strategy to stamp its authority on China's booming hospitality market - and particularly its rapidly growing luxury segment. According to the China National Tourism Administration's figures, the number of domestic travels made in China is expected to reach 3.3bn in 2015 while the country's hotel market is projected to grow by 5-8 per cent annually by 2030

Richard Solomons, IHG chief executive, said that the brand has also been developed in response consumer demand for a hotel product that demonstrates pride in Chinese customs.

He said: "HUALUXE takes the best aspects of renowned Chinese hospitality and applies IHG?s international scale, powerful systems and unparalleled insights into the Chinese market to deliver a traditional high-end consistent experience.

"HUALUXE will offer guests a more traditional experience based on four priorities that Chinese travellers want from an upscale hotel."

The four priorities are tradition, rejuvenation, status and familiar spaces.

Although exact details of facilities are to be confirmed, each hotel will offer guests a luxury spa, a 'rejuvenation centre' and a traditional tea house.

IHG has already signed over 20 letters of intent which are now being converted into contracts. Solomons added that he expects the first HUALUXE hotel to be open in late 2013 or early 2014.

IHG is already the largest international hotel operator in China, with more than 160 hotels across 60 cities and sees the opportunity for this brand to be in over 100 cities in China in the next 15-20 years.