InterContinental Hotels & Resorts is embarking on a new chapter with the launch of an extensive global brand evolution. As part of IHG Hotels & Resorts’ luxury and lifestyle portfolio, InterContinental aims to cater for modern luxury travelers "by satisfying their desire for knowledge and culturally rich experiences." This holistic evolution includes new offerings and experiences, a fresh brand culture, unique brand differentiators, and a new F&B and hotel design strategy.
Tom Rowntree, VP of luxury brands at IHG Hotels and Resorts, said: “This isn't a rebrand or repositioning; rather, it’s a comprehensive transformation from start to finish of InterContinental, ensuring we stay at the forefront of crafting a luxury experience for the modern luxury traveler. Collaborating with our 215 hotels worldwide, we are committed to delivering precisely what today’s and tomorrow’s guests, owners and colleagues require.
“At its core, this brand evolution revolves around our exceptional team members globally. Alongside a new brand service platform, we’re introducing a fresh brand culture and a range of programs aimed at attracting and retaining the finest talent in the industry. Our colleague brand culture is grounded in InterContinental’s core belief that travel expands the mind. We unite in diversity and wherever you are in the world, you belong at InterContinental.”
New initiatives include scientifically backed F&B programs aimed at helping guests reduce travel fatigue while ensuring dining options reflect differing guest needs throughout the day. All guests will also receive access to the Timeshifter, a jet lag app which enables travelers to use the latest circadian science to adjust quickly to new time zones. InterContinental is collaborating with neuroscience-based designer Isabelle Sjövall to revolutionize guestroom spaces to enhance the restorative process needed for travel fatigue, and revamp other spaces so they can seamlessly adapt to evolving needs at different times of the day.
InterContinental will develop Concierge Galleries in hotel lobbies, transforming them into epicenters of local, cultural knowledge. Going far beyond the standard concierge desk, these new outposts will more closely resemble a luxury boutique, bringing together interactive displays, library spaces and informative features, in some cases even art installations or designer pop-ups. These social spaces will eschew the traditional desk in favor of a more interactive worktable allowing for more natural and engaging interactions between the guest and concierge.
InterContinental Hotels & Resorts will elevate micro-occasions for guests who wish to enjoy any number of life’s milestones, from birthdays to baby showers, through its new “Incredible Occasions” program. The program will help signpost bookable spaces around the hotel, where groups of guests can enjoy privacy while celebrating memorable moments. Each intimate space will include programming and packages, consisting of amenities and experiences, such as beautiful tablescapes, thoughtful gestures or private master classes.
InterContinental will also unveil Celebration Suites across its global portfolio. These are refreshed spaces designed specifically to help guests celebrate special moments, from lavish dinner parties to landmark birthdays.
The brand evolution also focuses on elevating quality design under the umbrella of “Cultivated Elegance.”
The brand evolution embraces modernity, diversity and the desire for meaningful experiences, ensuring that guests can continue to explore the world while feeling right at home. With acquisitions and new brand launches, IHG Hotels & Resorts has become a significant player in the luxury & lifestyle segment, offering a portfolio that spans over 479 properties in more than 70 countries.