InterContinental Hotels & Resorts has unveiled plans for a significant global brand evolution. This transformation is set to reshape the luxury travel experience, emphasising diversity, modern lifestyles and cultural immersion.
InterContinental's mission is to cater to the desires of modern luxury travellers seeking knowledge and culturally rich experiences.
This extensive evolution includes the introduction of new offerings, a fresh brand culture, unique brand characteristics and a revamped strategy for food, beverage and hotel design, all tailored to meet the evolving preferences of travellers.
The brand currently has hotels in major cities worldwide, including Rome and Shanghai, with 93 further hotels and resorts in the development pipeline.
Tom Rowntree, vice-president of luxury brands at IHG Hotels and Resorts, clarified that this is not a rebranding effort but rather a comprehensive transformation to remain at the forefront of delivering a luxury experience for contemporary travellers.
He emphasised the brand's commitment to diversity, stating: "We believe that diversity is at the heart of our brand culture, and every traveller belongs at InterContinental."
Adapting to modern lifestyles
InterContinental acknowledges the varied routines of modern travellers and aims to provide a seamless experience throughout their day.
New initiatives include scientifically supported food and beverage programmes to combat travel fatigue, access to the Timeshifter app for managing jet lag, and redesigned guestroom spaces to enhance relaxation during travel.
These changes aim to create versatile spaces that can adapt to different needs throughout the day.
Cultural engagement and expertise
With properties in 60 countries, InterContinental Hotels & Resorts leverages its extensive history in the hospitality industry to serve as a cultural connector for guests.
The role of the concierge is evolving, with plans to create innovative "concierge galleries" in hotel lobbies.
These galleries will go beyond traditional concierge desks, offering interactive displays, library spaces and informative features to enhance the guest experience.
Enhancing special moments
InterContinental Hotels & Resorts recognises the importance of special moments and celebrations in the lives of modern luxury travellers. To address this, the brand is launching the Incredible Occasions programme.
This programme will assist guests in finding bookable spaces within the hotel for private celebrations, offering tailored programming and packages to enhance these moments.
In addition, the brand will introduce Celebration Suites across its global portfolio, providing re-imagined spaces designed for special occasions such as dinner parties and milestone birthdays.
InterContinental Hotels & Resorts' brand evolution aims to offer an enhanced and culturally immersive luxury travel experience, with a strong emphasis on diversity, adaptability to modern lifestyles, and the creation of memorable moments for its guests.
