LUX* RESORTS LAUNCHES “BEAUTIFUL WORLD” IN CHINA
22 March 2013 - LUX* Resorts & Hotels – Floréal – LUX* is honoured to have hosted one of the most prestigious Chinese press trips organized in Mauritius. The presence of Chinese journalists from such exclusive publication sas Vogue, Tatler, Reluxe, Elite Traveller, Travel & Leisure contributed to the tailoring of the LUX* Resorts & Hotels name for the Chinese market.
The aim was to find a meaningful translation of the LUX* Resorts & Hotels brand and individual resort names whilst capturing the essence of LUX* and providing the Chinese consumer with a meaningful name that they can relate to and remember. This gave birth to “Beautiful World”.
The pronunciation of “Beautiful World” is very close to LUX* in Chinese. It represents what the World of LUX* is all about, a teaser and a meaningful window to the world of LUX* Resorts & Hotels and the destinations they reside in. The name reflects the vision of the group; that each moment matters, while drawing inspiration from its environment.
"The Asian market is key to the growth of our destinations, and we wanted to take our brand a step closer towards this important market." said Julian Hagger, CSMO of LUX* Resorts & Hotels. LUX* Resorts & Hotels has already engaged in new innovative ways of catering to this new market.
The recruitment of chefs specialized in Chinese cuisine will ensure that the cuisine is tailored to their needs. Special emphasis is laid on language skills whereby the LUX* team members are being trained in Mandarin. The Chinese adaptation of our brand name, which means 'Beautiful World', aim at increasing our brand recognition on the market and building a bridge to our destinations.
Chinese tourists who have already visited our resorts simply love the islands in which we operate. We must now do everything possible to ensure that they experience an unbelievable time in our destinations" says Paul Jones the CEO of LUX* Resorts & Hotels.
LUX* Resorts & Hotels 丽世度假村 Beautiful World (Li 4Shi4)
LUX* Resorts & Hotels properties in Mauritius, Maldives and La Reunion are listed here below with their respective names translated in Chinese :
For further information please visit luxresorts.com