The PuLi Group Is Set To Be A New Asian Luxury Hospitality Powerhouse
Victor Clavell, CEO of The PuLi Group, explains the difference between Asian and Western hospitality.
A new player is emerging in Asia’s luxury hospitality landscape, as The PuLi Shanghai recently evolved into the foundation of The PuLi Group.
The PuLi Shanghai
The hotel, which first opened its doors in 2009, is known as a serene retreat from the city’s relentless pace, which mirrors Shanghai’s sleek and contemporary aesthetic, with Chinese touches such as sliding silk screens, intricately carved stone lion pillars, and century tiles crafted by the same artisans as the Forbidden City. Fun fact: it was even mentioned in Kevin Kwan’s Crazy Rich Asians trilogy. This iconic urban luxury resort is now undergoing a major transformation, scheduled for completion in summer 2026, to become a flagship of an upcoming global portfolio.
The expansion of The PuLi’s portfolio has been incremental and measured so far, with sister hotels The RuMa Hotel & Residences in Kuala Lumpur opening in 2018, followed by The PuXuan Hotel & Spa in Beijing in 2019. This year, that is set to change as the group will grow exponentially, with plans centring on key Asian cities including Seoul, Hong Kong, Tokyo, Singapore, and Bangkok. Globally, the group plans to venture further into hotels, resorts, branded residences, and retail. Their vision is a herculean one: to redefine Asian hospitality.
Spearheading the initiatives is Victor Clavell, CEO of The PuLi Group, a deeply experienced practitioner who has spent more than three decades in the hospitality industry, including roles within Marriott International’s luxury portfolio. Clavell also held senior leadership roles at The Ritz-Carlton, Bvlgari Hotels & Resorts, and Edition brands across the Asian region.
“Inspired by The PuLi Shanghai’s Chinese meaning of ‘uncarved jade’, the hotel will also act as a blueprint for future properties, guided by its philosophy of understated elegance, thoughtful design, and deep cultural connections,” Clavell says. The PuLi Shanghai will unveil a facelift, expanded wellness offerings, a 377 sq m penthouse, and two new dining destinations. In addition, it will introduce curated cultural programmes, collaborations with local artisans, and immersive guest experiences designed to offer travellers an inside look into each destination’s intrinsic character.
“However, this is not a template as each new PuLi property will express its own character,” Clavell says. “No two properties will look the same, but every guest will feel the same profound sense of calm, belonging, and crafted care.”
By 2035, The PuLi Group aims to operate 20 hotels worldwide, with an additional nine in development, alongside an expanding portfolio of branded residences as well as retail and e-commerce initiatives—maintaining a footprint that remains rooted in Asia while extending internationally. “We are not going to be rushed or make compromises, and we will be extremely strategic in our growth,” Clavell states.
The PuXuan Hotel And Spa – Beijing
“We will grow with intention, not ambition for its own sake,” he adds. “Each new city must resonate with The PuLi Group’s core values. Before we enter a market, we ask, ‘Does this destination have the soul we can honour?’ We then engage with deep cultural listening exercises through local partnerships, site-specific design, studies, and community dialogues. Our purpose is to understand the city deeply and see if it’s something which will resonate with our customers, as they are the ones who are asking us to open in more locations.”
The RuMa Hotel Kuala Lumpur
Clavell also notes how Asian interpretations of luxury differ from Western paradigms. “Asian luxury is deeply philosophical, holistic, and rooted in harmony. A central pillar of Asian families is filial piety, which translates to how staff care for guests,” he says. “By contrast, Western luxury has often tended to emphasise individuality and display. We believe today’s sophisticated traveller seeks tranquillity and a deeper sense of soul—qualities that are more profoundly expressed in Asia than in Europe.”
During one of his first visits to The PuLi Shanghai, “I heard a bellman speaking to guests in perfect French, a language I’m fluent in. I addressed him in French, and he explained that he learned the language through online classes because there is a very high percentage of French guests at the hotel,” he recalls. “I was blown away by his thoughtful approach, and he still works with us. It truly reflects the unparalleled experience that The PuLi Shanghai offers, one that we hope to extend to our future properties.”
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