LUX* Resorts & Hotels announces the LUX* Tea Horse
Road as the cornerstone for its expansion in China
LUX* Resorts & Hotels (“LUX*”) today announced the LUX*
Tea Horse Road (LUX* Chamadao) as
the foundation for its planned expansion into China. On
account of its largely undiscovered yet spectacular
natural beauty, unparalleled diversity of peoples and
thriving ancient cultures, the Greater
Shangri-la region is set to become one of the world’s most
desirable destinations for discerning luxury
travellers seeking unspoilt beauty and authentic customs and
tradition.
Conceived as a 30-room luxury boutique hotel, situated on
two neighbouring sites in the heart of Lijiang
Ancient Town, a UNESCO World Heritage site, Phase One (10
rooms) of LUX* Lijiang opens on
September 09, 2014. Phase Two (20 rooms), which will
incorporate the brand’s signature Café LUX*,
a bakery and a localised interpretation of the established
LUX* Me wellbeing philosophy, should open
in mid-2015.
Under the terms of a long-term management agreement,
executed in March 2014, LUX* Lijiang will be
the first in a circuit of distinctive regional luxury
boutique hotels. Initially located across the abundant
South West provinces of Yunnan and Szechuan as well as
bordering Tibet, the complete circuit of
individual properties and bespoke experiences will be known
collectively as the LUX* Tea Horse
Road. The circuit is being developed by Lijiang Yulong
Tourism Corporation Limited, which will own
the properties as well as being responsible for their design
and construction, in partnership with LUX*
Resorts & Hotels who will be the manager.
The ancient passageway of the Tea Horse Road is a legendary
trail, which once stretched almost
1,400 miles from Pu’er, in the tea-growing region of Yunnan
Province, to Lhasa – the 12,000 foot high
capital of Tibet. Once a thriving ecosystem where precious
Chinese tea was traded for salt and Tibetan
horses, this intrepid route sustained communities, fostered
understanding and forged cultural connections
that have survived for hundreds of years. Today, it is
celebrated as an enduring symbol of
resilience and cultural tolerance, and its influence is
still felt far and wide.
The LUX* Tea Horse Road will enable today’s adventurous
luxury traveller to embark on a unique
journey of discovery and transformation; an expeditionary
experience that will stimulate body, mind
and soul.
Bringing the award-winning LUX* brand of Lighter Brighter
luxury to this extraordinary place, this
new expression of LUX* offers travellers the chance to
celebrate life in the beauty of Mountain Light
and to fulfill the promise of the LUX* Tea Horse Road: to
“travel light and experience in depth”.
By losing themselves in the maze-like alleys of ancient
towns and villages of South West China and
exploring its breathtaking mountains, gorges, rivers,
plateaus and lakes, guests will become truly
immersed in the thrill of daily discovery, combined with all
the contemporary comfort, originality and
simplicity of the trademark LUX* hospitality.
Positioned at a major crossroads of the ancient Tea Horse
Road, in the home of the Naxi people,
LUX* Lijiang will encourage guests to engage with the rich
history and culture of this unique locale
throughout their stay - from the authentic architecture and
design to the customisable menu of daily
excursions and experiences that will be offered. LUX*
favorites will be complemented by new experiences
that celebrate the local culture, affording travellers a
true insight into this undiscovered world –
from the rituals that surround the world-famous Pu’er tea,
to the distinctive cuisines of the Naxi, and
the Tibetan people and the spiritual mysteries of a truly
multi-faith society.
Paul Jones, CEO of LUX* Resorts & Hotels is leading the
conceptualisation and design of this exciting
development. He explains why LUX* Tea Horse Road is the
perfect new destination for the growing
company’s innovative brand:
“China’s economic progress, continued stability and the
growing ease of travel have made the continent
increasingly attractive to trend-setting travellers who are
looking for unspoiled destinations rich
in original and genuine experiences. It is no surprise that
LUX* found it equally irresistible.
As a young and dynamic organisation, we have determined to
grow our brand presence in China
and to open a window onto one of China’s most spectacular
and untouched wonders: the Tea Horse
Road. Thanks to our partnership with the Lijiang Yulong
Tourism Corporation Ltd., this ambition will
become reality.
In a comparatively short time, we have built a strong and
growing Chinese customer base for our
existing operations in the Indian Ocean. Our intention now
is to create the journey of a lifetime for
these guests in this most special part of their own country.
My personal goal is to ensure we offer to
all our guests the opportunity to become part of an
exclusive, happy and harmonious hotel family. I
am confident that we can achieve that within the beautiful
world of LUX* in China.
We are hugely excited to launch LUX* Tea Horse Road – A Passage
through Place and Time and to
invite the world’s most adventurous travellers and luxury
connoisseurs alike to come experience,
savour and appreciate the natural, cultural and spiritual
wonders of the greater Shangri-La region.”
Mr He, Chairman of the Yulong Tourism Corporation Ltd, also
expressed his delight with the partnership.
Having a proven track record in delighting sophisticated
luxury travellers from around the world, we
are delighted to announce our cooperation with LUX* Resorts
and Hotels. Together, we are going to
chart a new chapter in the history of tourism and
hospitality in the legendary region of Greater Shangri-
La. We are proud today to be opening LUX* Lijiang, the first
stop in what we intend to become
one of the great journeys of the world.”
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