When in “China” do as the Chinese do: a case study of IHG’s HUALUXE’S localization in China

Abstract

This case study explores the localization strategies that HUALUXE, an InterContinental Hotel Group brand, implemented in China and the reasons behind them. HUALUXE has been designed as a Chinese-featured hotel brand with key Chinese elements and unique Chinese hospitality and culture. HUALUXE’s localized operation and management also helped the company gain a competitive advantage during the COVID-19 pandemic crisis. The operation performance of HUALUXE hotels had excelled in its market segment. This case study introduces the establishment and development of HUALUXE to illustrate how an international hotel group competed in the fierce global market to distinguish and position itself.