ATLANTA InterContinental Hotels & Resorts has launched its free Concierge Insider Guides app designed specifically for the Apple iPad, making it the first major hotel brand with a consumer-facing application created just for the tablet computer.
The Concierge Insider Guides app allows current and future guests to tap into the collective knowledge and experiences of InterContinental concierge teams in more than 120 destinations. InterContinental Concierge is the cornerstone of the brand’s “in the know” positioning.
“It enables them to get under the skin of the place that they are going to through digital access to the destination through the eyes and ears of our highly trained head concierges and their professional teams,” says Simon Scoot, vice president of global brand management for InterContinental. “The information enables you to conduct some quick or detailed research, prepare for your journey and also to get in touch with our concierges to set things up for you ahead of time.”
The iPad app allows consumers to explore InterContinental Hotels & Resorts destinations by providing access to the following:
- Destination-specific concierge videos containing useful insider information not normally found in travel guide books;
- Interactive Google Maps displaying recommended shops, restaurants and local attractions;
- Recommendations and suggested itineraries for a concierge’s perfect day (morning, afternoon and evening) for each location;
- Insider tips around the local culture, what to pack and interesting facts.
Additionally, the iPad app facilitates online booking and provides detailed information and images about individual properties. Once the app is downloaded, most content can be accessed without a wireless connection, with exception of streaming video.
The iPad app is an extension of IHG’s mobile strategy, or “fifth channel,” and follows the releases of the Priority Club Rewards app for the iPhone in April and for the Android in July; these apps have been downloaded more than 172,000 times combined.
“Consumers continue to use new forms of wireless devices to not only search, shop and book travel, but they are increasingly turning to wireless tablets as modern-day magazines to explore locations in a much deeper and richer way,” says Michael Menis, vice president of web and interactive marketing for IHG. “In response to this emerging trend, IHG has taken the InterContinental ‘in the know’ experience, which is personified through our concierge, and brought it to the Apple iPad.”
InterContinental’s Concierge iPad app can be downloaded for free at www.intercontinental.com/insiderguides or from the Apple App Store.
In April, InterContinental became the first hotel brand to launch a global iPad initiative to equip concierge teams with content-rich iPads to enhance day-to-day interaction with hotel guests.
