More young travelers opt for chills over thrills

Resorting to this

Established in June 2016, JiangLu hotels are a prime example of "destination hotels" that offer more than just a place to stay. "JiangLu is trying to reshape the way travelers experience local culture, combining luxurious accommodation with authentic, immersive experiences that cater to the rising demand for deeper travel," said Zhang Hong, chairman of the hotel chain.

The company's boutique vacation homes and resorts focus on providing serene, "hidden" luxury experiences in China's scenic regions.

Zhang's aim is to preserve and celebrate the cultural heritage of China's rural areas, particularly in Yunnan and Guizhou provinces, where centuries-old villages are disappearing due to urbanization.

In 2020, JiangLu opened a hotel located in a cave in Chishui, Guizhou. Surrounded by bamboo forests, JiangLu Yalugu was transformed from a small village of 11 families, and has been adapted to the landscape to accentuate the features of the surrounding environment.

"The acquired knowledge of these villages, in terms of their architecture, crafts, and intangible cultural heritage, is at risk of being lost forever. Our mission at JiangLu is to not only protect these legacies but also to bring them to life in ways that people can connect with," said Zhang.