Renaissance Hotels, a distinguished part of Marriott Bonvoy’s extensive portfolio, has unveiled an innovative brand campaign titled “Discover The Lychee Road,” poised to redefine cultural travel across Greater China. This unique initiative marks a significant reunion with acclaimed Chinese writer Ma Boyong, drawing profound inspiration from his literary works, particularly his renowned book that exquisitely portrays the grandeur of ancient Chinese landscapes and traditions. The campaign aims to create an unprecedented synergy between literature and the journey of exploration.
The collaboration with Ma Boyong is central to the campaign’s mission: to offer guests profoundly immersive travel experiences where the richness of literature converges seamlessly with the thrill of discovery. By engaging with one of China’s most celebrated authors, Renaissance Hotels invites discerning travelers to embark on a journey through China, not merely as tourists, but as participants in a cultural narrative. This initiative spans both digital platforms and physical activations, including special events under the brand’s signature series, crafting a series of unique encounters that celebrate local traditions, history, and the exquisite nuances of Chinese cuisine.
At the heart of “Discover The Lychee Road” lies the innovative cultural experience map, a bespoke guide designed to lead guests to lesser-known treasures and authentic local narratives within each destination. As articulated by Ma Boyong himself, “The journey begins at every Renaissance Hotel, guiding guests into the cultural fabric of each destination through local flavors, stories, and traditions.” This meticulously crafted map serves as a vital bridge, connecting literary inspiration with the traveler’s real-world adventure, thus providing an unparalleled avenue for connecting with China’s rich cultural tapestry and historical legacy.
A standout feature of this campaign is the tailored immersive experiences offered at participating Renaissance Hotels. Each of the 33 properties across Greater China presents a localized interpretation of Ma Boyong’s literary universe. For instance, at the Renaissance Beijing Wangfujing Hotel, guests are invited to delve into the vibrant atmosphere of the Dongan Market, directly inspired by Ma Boyong’s novel “A Place of Peace and Plenty.” This iconic Beijing landmark offers visitors a rare opportunity to immerse themselves in the city’s profound history through ancient artifacts and cultural insights.
Beyond historical exploration, the campaign introduces engaging interactive elements designed to foster deeper guest engagement. Participating Renaissance Hotels offer a specially crafted version of “Flying Chess,” a beloved traditional Chinese game, available in various communal spaces like restaurants and lobby lounges, and even in select guest rooms. This playful yet culturally significant experience adds an element of fun and discovery, encouraging guests to share memorable moments and connect more intimately with the authentic local culture, transforming a hotel stay into a vibrant cultural exchange.
The “Evenings at Renaissance” experience, a brand signature, is elevated within this new campaign, drawing direct inspiration from four of Ma Boyong’s famous novels. This unique offering fuses art, fashion, music, and culture to create unforgettable nights. Central to this fusion are specially crafted literary-inspired cocktails, with a particular highlight being the “Lychee Road” cocktail, directly inspired by “The Fable of the Lychee.” This signature beverage, blending the sweet richness of lychees with bold spirits, encapsulates a millennia-spanning tale of history, mythology, and adventure, offering guests a sensory taste of the stories they are exploring.
This collaboration between Renaissance Hotels and Ma Boyong signals an exciting new chapter for luxury travel, moving beyond mere accommodation to embrace immersive, culturally enriching experiences. By seamlessly integrating Chinese literature, history, and local traditions into the guest journey, Renaissance Hotels is reshaping the concept of exploration across destinations like Beijing and Shenzhen. Every participating hotel becomes a portal into Ma Boyong’s world, allowing travelers to experience China through a uniquely profound lens, ensuring each trip transforms into a memorable narrative of cultural discovery and unparalleled luxury.
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