Renaissance Hotels, part of the prestigious Marriott Bonvoy portfolio, has launched a captivating new campaign across Greater China that blends luxury travel with storytelling and cultural exploration. Titled “Discover The Lychee Road with Renaissance”, the initiative is a creative collaboration with acclaimed Chinese novelist Ma Boyong, known for his vivid historical narratives and cultural insight.
Inspired by Ma Boyong’s novel The Lychee Road, which celebrates the grandeur of Tang Dynasty history and China’s diverse landscapes, the campaign brings literature to life through curated guest experiences across 33 Renaissance properties in destinations including Beijing, Shenzhen, Chengdu, Hangzhou, and more.
A Literary Journey Through China’s Cultural Heart
In an era where modern travelers increasingly seek meaningful experiences, Renaissance Hotels is reimagining hospitality by turning hotels into cultural storytelling portals. At the heart of the campaign is the Renaissance Navigator Map, a bespoke tool designed to guide guests toward lesser-known attractions, traditional cuisine, and local stories—each handpicked to align with the themes of Ma Boyong’s works.
Ma Boyong expressed his excitement:
“The journey begins at every Renaissance Hotel, guiding guests into the cultural fabric of each destination through local flavors, stories, and traditions.”
This partnership reflects Renaissance’s commitment to transforming the hotel stay into a cultural exploration. Guests can now engage with China’s rich heritage not only through physical travel but also through a lens of narrative immersion.
Signature Experiences in Every City
Each Renaissance Hotel involved in the campaign offers custom literary-inspired experiences tailored to its region. Highlights include:
- Renaissance Beijing Capital Hotel: A curated journey to Panjiayuan Antique Market, aligning with Ma’s The Mystery of Antiques. This vibrant market provides a sensory-rich dive into Beijing’s past through vintage collections, artifacts, and relics.
- Renaissance Shenzhen Bay Hotel: Guests can enjoy “Lychee Elegance” afternoon tea, blending traditional Tang Dynasty elements with modern culinary creativity. The menu pays homage to the famed tribute of lychees delivered to the imperial court—central to The Lychee Road’s plotline.
- Renaissance Xi’an Hotel: Immersive calligraphy workshops and poetry nights reflect the literary spirit of the Tang era, where Xi’an served as the cultural and political heart of ancient China.
Interactive Cultural Touchpoints
To deepen engagement, Renaissance Hotels have introduced a customized version of “Flying Chess”, a traditional Chinese board game, across hotel lounges, restaurants, and select guest rooms. The game not only provides entertainment but also includes trivia inspired by Ma Boyong’s novels—turning downtime into discovery time.
These activities resonate with Renaissance’s broader “Business Unusual” ethos—encouraging guests to discover the unexpected at every corner of their journey.
‘Evenings at Renaissance’ Reimagined
The brand’s iconic “Evenings at Renaissance” event series takes on a literary twist. Signature cocktails inspired by Ma’s novels, such as the “Dragon’s Whisper in Lychee Palace”, blend premium spirits with local ingredients like lychee, chrysanthemum, and osmanthus.
These events also feature live storytelling, Chinese instrumental music, and art installations inspired by chapters from The Lychee Road and Chang’an’s Late Night Tales. Each evening becomes an immersive cultural salon, turning the hotel bar into a stage for history, mythology, and modern creativity.
Cultural Tourism Meets Luxury Hospitality
This campaign comes amid a growing demand for domestic cultural tourism in China. According to the China Tourism Academy, cultural tourism accounted for over 30% of all domestic travel in 2024 and is projected to grow further in 2025. Ma Boyong, one of China’s top cultural influencers, lends significant depth and authenticity to this effort, making Renaissance Hotels a gateway to experiential travel in China.
This approach aligns with China’s Ministry of Culture and Tourism’s objectives to promote “cultural confidence” and increase public access to historical knowledge through tourism. By embedding literary themes into hotel offerings, Renaissance contributes to the broader push for “culture-infused leisure”, a priority in China’s 14th Five-Year Plan for tourism development.
Bridging Travel, Heritage, and Modern Luxury
With properties across major cities like Guangzhou, Chengdu, and Hangzhou, the “Discover The Lychee Road” campaign brings together local artisans, performers, and historians to enrich the in-hotel experience. From tea tastings and traditional music sessions to Tang Dynasty fashion showcases, guests are surrounded by multi-sensory interpretations of Chinese heritage.
Moreover, the campaign emphasizes sustainability and local community involvement, sourcing ingredients and craft materials locally to support regional economies.
A Future of Narrative-Driven Hospitality
“Discover The Lychee Road with Renaissance” isn’t just a seasonal marketing campaign—it’s a blueprint for narrative-driven hospitality. It reflects a rising global trend where luxury travelers value authentic cultural immersion over mere amenities.
For Ma Boyong, it’s also a platform to make history approachable:
“Literature allows us to travel through time. With Renaissance, we now invite guests to travel through both time and place.”
Conclusion: Discover the Soul of China, One Hotel at a Time
Renaissance Hotels’ partnership with Ma Boyong represents a pioneering moment in cultural tourism in China. With each property acting as a chapter in a living story, guests are invited to explore the soul of China—not just through guided tours or dining, but through literature, play, and personal discovery.
As global tourism evolves, Renaissance Hotels sets a benchmark for culturally intelligent, immersive travel experiences—where every stay is a story waiting to unfold.
For travelers seeking something beyond the conventional, this is a journey worth taking.
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