Hospitality association aims to expand its Chinese network

Luxury hospitality association Relais & Chateaux plans to expand its presence in China by bringing more independent hotels and restaurants with distinctive cultural identities into its global network.

The association currently has seven members in the country, including five properties on the Chinese mainland. It aims to increase its China network to between 25 and 30 members within the next five years, depending on the availability of properties that meet its standards.

With travelers increasingly seeking authentic and personalized experiences, boutique hotels that combine local heritage, gastronomy and nature are gaining popularity in China's high-end tourism market.

During a recent visit to Beijing, Laurent Gardinier, president of Relais & Chateaux, said China's rich cultural diversity and rapidly improving hospitality sector provide strong potential for future growth.

"China is not just one country; China is also many different cultures that can be discovered through hospitality," he said, noting that architecture, cuisine and local traditions are key elements in presenting the identity of different destinations.

Unlike large hotel groups, the association does not own or operate properties, but affiliates independently run establishments that share its values of local culture, gastronomy and personalized service.

Gardinier said the association is highly selective when accepting new members. Each candidate property is evaluated through around 600 criteria, including service quality, cultural value, gastronomy and sustainability, followed by anonymous inspections.

"Size is not the main matter for us. The values of the properties are much more important," he said.

The association currently has several members in China that reflect this philosophy. They include Xitan Hotel, a boutique hotel located near Tanzhe Temple, and King's Joy, a high-end vegetarian restaurant in Beijing.

Gardinier highlighted King's Joy as an example of how Chinese gastronomy can represent local culture on the global stage. He said the restaurant, which focuses on plant-based cuisine and local ingredients, reflects the spirit of Relais & Chateaux by showcasing a distinctive Chinese culinary identity.

"We are here to promote Chinese hospitality. We are not here to promote a big international brand," he said.

Gastronomy remains a core part of the association's strategy. Gardinier said food and beverage accounts for nearly half of the group's global business, and the association hopes to discover more independent chefs in China who can represent regional cuisines.

Sustainability is another priority. Relais & Chateaux has set a goal of achieving carbon neutrality across its global network by 2040 and has introduced carbon footprint assessments and sustainability evaluations for its members.

Gardinier said the association's expansion in China will continue to focus on quality rather than quantity, aiming to showcase the country's diverse cultural traditions through hospitality.