InterContinental Hotels & Resorts, the leading luxury hotel brand under the IHG Hotels & Resorts family, is set to redefine the luxury travel experience with a comprehensive global brand evolution. This transformation will encompass all 215 hotels in 60 countries around the world. Let’s delve into the insights from the release.
Most notably, this is not merely a rebranding or repositioning effort but a holistic brand transformation aimed at solidifying its leading position in the luxury hotel segment, as stated by Tom Rowntree, Vice President of Luxury Brands at IHG Hotels & Resorts.
The hotels will be tailored to meet the guests’ needs, with scientifically-based F&B programs planned to help travelers combat travel fatigue. Additionally, all guests will have access to the Timeshifter app, designed to combat jet lag using cutting-edge circadian rhythm research for quick adaptation to new time zones.
Guest rooms will be revamped with specially designed bedding, mattresses, pillows, and linens, all intended to enhance restorative processes.
To foster a more organic interaction between guests and InterContinental concierges, the brand plans to establish special “Concierge Galleries” in hotel lobbies (rendering below). These galleries will be more than just traditional concierge desks and will resemble luxury boutiques. They will feature interactive displays, library areas, artistic installations, and design exhibitions.
InterContinental’s new “Incredible Occasions” program will assist guests in managing and planning “micro-events.” This program will help guests discover unique and interesting local venues near the hotel that can be reserved. Special programs and service packages will be developed to provide guests with new and memorable experiences.
Furthermore, InterContinental will introduce its “Celebration Suites” program in all its hotels for commemorating special occasions such as birthdays, anniversaries, and more, as well as hosting private dinners.