New Shangri-La luxury brand lures rich Chinese tourists with unique cultural experiences
‘Affluent Chinese travellers, particularly millennials and Gen Z in mainland China, are reshaping the meaning of luxury,’ hotelier says
The company was spearheading a move among global hoteliers to focus on unique offerings, operational agility and the evolving preferences of Chinese travellers to stay abreast of the competition.
“Affluent Chinese travellers, particularly millennials and Gen Z in mainland China, are reshaping the meaning of luxury,” said Ulrich Jablonka, general manager of the Silk Lakehouse at the Shangri-La Hangzhou, in an interview. “No longer defined solely by opulence, today’s luxury is rooted in authenticity, emotional connection, cultural depth and personal well-being.”
The Silk Lakehouse, located on the shores of Hangzhou’s West Lake – a Unesco World Heritage site – is the first outlet to open under the new brand, inaugurated in May.
Shangri-La, founded by Malaysian tycoon Robert Kuok Hock-nien in 1971, said each Shangri-La Signatures room would be a refined private residence, rooted in local heritage. The brand would also be expanded to other parts of Asia.