British firms like InterContinental Hotels Group (IHG) have seen China as a platform for them to achieve sustained growth and innovation by adapting business to the local market.
This is exemplified each morning at IHG's hotels in Shanghai, where the bustling food hall, the constant hum of coffee machines, and the flow of diverse guests -- from families to business travelers -- illustrate the deep-rooted presence of international brands within China's consumer economy.
"China for us over the last 50 years has evolved with pace, but we have built a business that's very much related to being in China. We are in China for China business, which is also one of the key reasons that has driven our success in this part of the world," said Daniel Aylmer, chief executive officer of IHG Greater China.
IHG's journey reflects a broader trend: global brands are increasingly learning to listen, adapt, and evolve within the Chinese market.
Though British in origin, the company's operations in China are shaped by local consumer behavior. From hotel design to digital services, executives note that local insight has become central to the brand's performance both in China and internationally.
China stands as one of the world's most demanding hospitality markets, where guests expect speed, convenience, and seamless digital experiences. This has turned the country into a testing ground for international hotel groups -- a place where new concepts are trialed, refined, and often scaled globally.
"If I look where 50 years ago we brought Holiday Inn to China, we actually now take the designs, the feel and how we look at Holiday Inn in China. We actually take that out now globally. Because the Chinese consumer has pushed us to evolve very fast. Now we take what we do for Holiday Inn and other brands in China and we export it back to different parts of the world," said Aylmer.
By the third quarter of 2025, IHG's presence in Greater China had grown to more than 1,400 hotels -- including those in operation and under development -- making China one of the group's largest markets worldwide.
Beyond hospitality, both China and the United Kingdom see potential for deeper collaboration in areas such as green energy, the digital economy, advanced manufacturing, and creative industries -- sectors that align closely with long-term development goals on both sides.
"The UK companies like in the pharmaceutical sector with AstraZeneca for example or in the energy sector with BP are very active in China as well or Jaguar Land Rover in the automotive sector, although it's also an Indian company now, are very active in China. Generally British companies, according to the chamber survey, are quite positive about China," said Denis Depoux, global managing director of consultancy Roland Berger.
UK hotel group achieves growth, innovation by adapting to Chinese market
UK hotel group achieves growth, innovation by adapting to Chinese market
