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South China Morning Post

New Shangri-La luxury brand lures rich Chinese tourists with unique cultural experiences

Shangri-La Group has launched its super-luxury hotel brand in mainland China, Shangri-La Signatures, featuring a convergence of cultural heritage and nature aimed at attracting wealthy tourists amid a rebound in demand for leisure experiences. Advertisement 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 Joblonka, 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. Advertisement 'In cities like Hangzhou where prime sites near the West Lake are becoming increasingly scarce, a well-positioned luxury hotel can surely stand out,' said Zhou Tao, head of hotels and hospitality at JLL in China. 'High-net-worth travellers continue to place a premium on experiences that combine exceptional location with thoughtful design and cultural relevance and a product that delivers on these fronts is well placed to capture their attention.' According to the property services firm, revenue per available room on the mainland dropped 5 per cent from a year earlier during the first five months of 2025. But luxury and upscale hotels showed resilience and experienced strong demand, Zhou said.