LUX* Tea Horse Road

Destination Development

Luxury Branding was engaged to work with LUX* Resorts & Hotels as the ambitious Mauritian hospitality operator expanded its operations into China in the south-western provinces of Yunnan, Sichuan and Tibet.

Case Study

The focal point for the first phase of the LUX* expansion into China, centered around the mystical Tea Horse Road story and the emerging demand for luxury travel experiences in intrepid parts of the world. Historically as significant as The Silk Road, as its names suggests, its purpose was originally for trading tea to the West and horses to the East. Delineated on a map, The Tea Horse Road forms a vast network spanning 1000s of miles and several countries. It was more than a treacherous trade route, transporting news, cultural values, tastes and practices alike.

Luxury Branding’s role was to package this rich cultural history into a distinctive circuit concept that would inform the design, operations and marketing of a linked network of approximately ten LUX* properties from Pu’er to Dali, Lijiang and Shangri-La, and all the way to Benzilan. We undertook a significant research piece into the history and locations of the proposed properties and the potential travel itineraries that could be undertaken between them.

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With a unique blend of ‘calculated creativity’, Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.

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Piers Schmidt and Ian R Douglas of Phoenix Global are the Co-Founders of Kingham Leigh. This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.

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