InterContinental Hotels & Resorts, the luxury hotel brand by IHG Hotels & Resorts, is set to reimagine the luxury travel experience and has announced an extensive global brand evolution.
This isn’t a rebranding or repositioning process but a comprehensive transformation of the brand to ensure its leading position among luxury hotels, Tom Rowntree, vice president of luxury brands at IHG Hotels & Resorts, said in a release.
InterContinental will collaborate with its 215 hotels across 60 countries for the brand reimagining.
“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,” Rowntree said.
CATERING TO MODERN LIFESTYLES
Acknowledging the need for travelers’ different demands throughout the day, the brand will help guests “shapeshift” through the day.
This includes implementing scientifically-backed F&B programs to help guests reduce travel fatigue while catering to differing guest needs. Guests will be able to access the Timeshifter, an app to help overcome jet lag using the “latest circadian science” to quickly adjust to new time zones.
InterContinental is teaming up with neuroscience-based designer Isabelle Sjovall to enhance guestrooms and enhance the restorative processes required to deal with travel fatigue.
INSIDER EXPERIENCE
With establishing its presence in 60 countries, the brand seeks to leverage its knowledge of local culture. InterContinental will develop Concierge Galleries in hotel lobbies, which will be more than just a concierge desk and resemble a luxury boutique. These Concierge Galleries will have interactive displays, library areas, informative features and, in some cases, art installations or designer pop-ups.
These new outposts aim to be a more interactive space, allowing more organic interactions between guests and concierge.
EVENT PLANNING
InterContinental’s new Incredible Occasions program will help guests manage and plan “micro-occasions.” The program will help identify bookable spaces close to the hotel. These spaces will include programming and packages comprising experiences and amenities, like tablescapes, candlelit dinners or private masterclasses.
InterContinental will also launch Celebration Suites across its portfolio. These are reimagined spaces designed for events such as birthdays and dinner parties.
DIVERSE PORTFOLIO
InterContinental’s portfolio has a range of diverse properties that cater to travelers’ needs and purposes. The brand’s evolution will focus on elevating quality design and style under “Cultivated Elegance.”
“Each InterContinental hotel or resort is an experience-driven bespoke concept, tied together by our new Design Pillars that form the strength of our brand design style, Cultivated Elegance,” said Melissa Messmer, global head of design for luxury brands at IHG Hotels & Resorts.