China is experiencing a boom in luxury hotels, and not just in major cities like Shanghai and Beijing — evidence that finer amenities and a touch of Western comfort are becoming more important to the country's growing number of domestic tourists as well as to international visitors.
Last month Ritz-Carlton opened two new properties: one in Chengdu, Sichuan Province in the southwest, and another in Tianjin, a port in the northeast. Both cities are headquarters to several multinational corporations, manufacturers and technology companies, drawing business travelers from all over the world, but they are also gateways to more remote destinations in each province.
"China represents extraordinary opportunities," Hervé Humler, the president and chief operations officer of the Ritz-Carlton Hotel Company, said in an email. In Chengdu, where leisure travelers are drawn by the cuisine, historic tea culture and the nearby panda sanctuary, the hotel's exterior reflects the traditional style of a Chinese courtyard home but also has modern features like jade stone spa beds, underwater sound systems in the pools and butler services.
The Ritz-Carlton isn't the only hotelier that is focusing on China's lower-profile cities. Hualuxe, the InterContinental Hotels Group's newest brand, designed specifically for Chinese guests, said it would open properties across China within the next two years, including a Mediterranean-style beach resort in Chengdu. And Shangri-La Hotels opened the first luxury property in the city of Qufu, in Shandong Province, in August, aiming to capitalize on the birthplace of Confucius as a popular tourist destination.
"The Chinese government now wholeheartedly recognizes the value of international visitors coming into China," Mark Grundy, the president of Wendy Wu Tours, which has been operating in the Asian market for the last 18 years, said in a telephone interview. He estimates that around 2.2 million Americans will go to China in 2014, a majority of them business travelers.
"China has gone through a lot of changes in the last 40 years, and prior to that, creature comforts were not on the agenda," he said, "but an American passenger, the majority of whom are going to be baby boomers who've got time and money, expect things to be the way they were back home in the States. And that's beginning to happen."
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