Launching NUO

Competition in China's luxury hotel market is likely to become tougher as NUO, the first Chinese international luxury hotel brand, enters the fray.

Launched at an inauguration ceremony on Sept 20 at the Temple of Heaven in Beijing, the brand is wholly owned by state tourism giant BTG and jointly developed by German luxury hospitality group Kempinski Hotels.

NUO aims to serve the lifestyle and attitudes of modern China while honoring its cultural heritage as well as supporting contemporary art and culture, said Michael Henssler, president of Kempinski China operations.