LUX* Hotels & Resorts is recognised for its ability to conceive new experiences that keep up with global
consumer trends. These concepts, in turn, create unforgettable moments for their guests while simultaneously
turning the industry on its head. Their latest endeavour is LUX* Tie Xin, the Mandarin for “close
to one’s heart.” The group’s adaptation of the idiom, “Tie Xin” gave forth to a well-thought-out, customised,
guest-centric hotel experience designed to meet the needs and demands of the Chinese Traveller.
From the very moment guests book their stay to their departure, LUX* Tie Xin ensures a seamless stay.
The concept was designed with Chinese culture, customs, and habits in mind. To facilitate understanding
the concept, LUX* created an experience video on the Chinese version of its website.
“Increasingly savvy and sophisticated, today’s globe-hopping Chinese travellers are out-shopping, outeating,
and outspending every other nation. LUX* Tie Xin caters to this rising tide of travellers. Our aim
is to create the most seamless travel experience by taking down language barriers, digitizing the hotel
experience, and providing a home-away-from-home feel,” explains, Julian Hagger, Chief Sales & Marketing
Prior to their arrival, Chinese guests are sent a WeChat QR code. Our Chinese-speaking team members
establish a first contact and introduce the WeChat Concierge service, should guests need anything
during their stay. During their stay, guests have access to daily Chinese newspapers and magazines,
TV channels and movies, a shelf full of books in the Wanderlust Library, Chinese board games such as
Mahjong and Chinese chess, an interactive Asian dining corner, a minibar filled with popular Chinese
snacks, a tea set in each room, and Chinese speaking team members. All written copy is translated into
Mandarin to facilitate the travel experience. LUX* Tie Xin takes into account the fact that the modern
Chinese travellers come from a smartphone-addicted generation.
“At LUX*, you won’t see the flag-following Chinese tour groups. Instead, you have what is called FITs.
Free, independent travellers. They are using the internet to plan trips, book hotel stays and of course,
capture shots of their travels. This is the market we are tapping into,” adds Julian Hagger.
Ultimately, LUX* Tie Xin serves to make Chinese guests feel both at ease and at home at LUX*.
LUX* is present in Mauritius, Reunion Island, Maldives and Turkey, with two properties in China—LUX*
Tea Horse Road Lijiang and LUX* Tea Horse Road Benzilan.