The First NUO Hotel Featuring «Modern Ming»

«Made in China» Luxury Brand NUO has announced the opening of its first flagship, NUO Hotel Beijing, offering highly sensory guest experiences to luxury traveller. NUO stands for new and represents the golden promise that our brand is committed to. On September 20, 2012, NUO, the first Chinese international luxury brand, stepped from the mainland onto the world stage when it announced its global expansion strategy at the Temple of Heaven in Beijing.

In pioneering Chinese luxury hospitality as one of the country’s first homegrown five-star hotel brands, NUO Hotels interprets its «golden promise» by drawing inspiration from the country’s 5,000 years of history and cultural heritage and its commitment to serving as a custodian of traditional Chinese culture.

Developed in conjunction with Kempinski Hotels and entirely owned by Beijing Tourism Group (BTG), NUO aims to disseminate the novel lifestyle and attitudes of modern China while honoring its cultural heritage and supporting contemporary art and culture.

The NUO brand is based on four pillars: Chinese, luxury, contemporary and green. The service attitude is following BTG’s Chairman Duan’s innovative vision of Chinese hospitality, which is based on international standards, local flavors and adding value, a pioneering concept within China. These four pillars and service style represent NUO’s core philosophy ensuring that guests enjoy an unprecedented hotel experience.

NUO’s brand identity is symbolised by a Chinese vase, representing hospitality, prosperity and commitment to a bright future. In addition to Beijing, NUO Hotels has development plans in China and rest of the world. Each NUO hotel has varying cultural style and design inspirations, being a showcase of a unique aspect of traditional Chinese culture or history of the property’s location.

«The spectacular growth of the Chinese tourism industry in recent years has underlined the need for China to have its own distinctive ‘made in China‘ luxury hotel brand,» said Duan Qiang, chairman of BTG, owners of NUO Hotels. «As one of China’s largest tourism companies, Beijing Tourism Group is proud to launch a five-star hotel group which celebrates Chinese heritage and culture.»

As an essential extension of the NUO brand of hospitality, NUO Travel was launched by BTG to provide an upscale, world-class concierge and travel service for NUO Hotels guests worldwide. With the emergence of the sophisticated, discriminating type of global Chinese traveller who demand and expect only the very best, market conditions these days present an opportunity to introduce a true, «Made in China,» five-star hotel brand and end-to-end travel experience.

A fleet of luxury «Red Flag» which is used to transport top Chinese leaders and foreign dignitaries visiting China, supplied by NUO Travel as the hotel’s exclusive limousine service, are deployed to meet NUO Hotel Beijing’s guests’ transport needs. NUO Hotels and NUO Travel strive to meet the unfulfilled needs of guests who are seeking world-class luxury travel that nevertheless pays an authentic homage to China’s rich culture, history and tradition.

NUO is growing on the roots of 5,000 years of Chinese history, following the cultural idiosyncrasies of each city in which it operates. NUO Hotel Beijing interprets and inherits the literature, art and culture of the prosperous Ming dynasty in modern lifestyle after eight years and over 3,000 nights of hard work and expectation.

Different from the royal culture and multitude culture, NUO Hotel Beijing mainly shows the «literati culture» of the Ming dynasty. Threading a common design inspiration throughout the Hotel are symbolic heritage footprints of a veritable who’s who of the Ming Dynasty’s most renowned scholars and philosophers, artists, poets and calligraphers, innovators and explorers, from intellectual Zhang Dai in the hotel lobby, writer Wen Zhenheng and poet Wen Zhengming in the guestrooms, calligrapher Xu Wei in Jia, the hotel’s Chinese restaurant, prince-turned-philosopher Zhu Quan in Yuan Tea House… delivering the free, stylish and elegant lifestyle of Ming scholars. It, through the five senses of visual, hearing, smelling, taste and touch, presents the essence of «luxury»: An elegant of lifestyle with continuously gracious pursuit of life.