In a bold move to redefine luxury travel, InterContinental Hotels & Resorts, the pinnacle of opulence within the IHG Hotels & Resorts portfolio, is embarking on a worldwide brand evolution. Tom Rowntree, Vice President of Luxury Brands at IHG Hotels & Resorts, emphasized that this transformation goes beyond a mere rebranding; it represents a comprehensive shift aimed at sustaining the brand's preeminent position in the premium hotel industry.
This monumental endeavor encompasses all 215 InterContinental properties spanning across 60 countries, reflecting an unwavering commitment to global excellence. Central to this brand metamorphosis is a profound appreciation for the invaluable contributions of their dedicated team members. In tandem with a novel brand service platform, InterContinental is set to instigate a fresh brand culture, bolstering initiatives to attract and retain top-tier personnel. At its core lies the belief that travel enriches the mind, embodying an inclusive ethos that welcomes individuals from all corners of the world.
Recognizing the evolving needs of discerning travelers, InterContinental is introducing the groundbreaking concept of allowing guests to "shapeshift" throughout the day.
Scientifically-backed food and beverage (F&B) initiatives will be introduced to combat travel fatigue and cater to visitor preferences. The integration of the Timeshifter app, leveraging the latest circadian science, will empower guests to swiftly adapt to new time zones, mitigating the effects of jet lag. Noteworthy collaborations with neuroscience-based designer Isabelle Sjovall are set to revolutionize guestrooms, prioritizing restorative elements for combating travel weariness.
Moreover, the brand's expansion into 60 countries signifies a strategic endeavor to embrace and celebrate local cultures. The introduction of concierge galleries in hotel lobbies, reminiscent of high-end boutiques rather than conventional concierge desks, is poised to revolutionize guest experiences. These dynamic spaces will feature interactive exhibits, curated libraries, and educational components, occasionally housing art installations or designer pop-ups, fostering deeper connections between guests and concierge personnel.
InterContinental is further revolutionizing event planning with the introduction of the "Incredible Occasions" service, tailored to assist visitors in orchestrating intimate gatherings. This program facilitates the reservation of unique hotel spaces for tablescapes, romantic dinners, and private workshops. The introduction of Celebration Suites across the InterContinental chain promises to redefine hospitality, offering elegantly appointed spaces for birthdays and intimate soirées.
Underpinning this evolution is a commitment to exceptional design and style, encapsulated by the brand's newly minted "Cultivated Elegance" ethos. According to Melissa Messmer, Global Head of Design for Premium Brands at IHG Hotels & Resorts, each InterContinental property will offer a distinctively curated experience that is consistent with the brand's overarching design ethos.
As InterContinental Hotels & Resorts embarks on this transformative journey, it not only reaffirms its status as a vanguard of luxury travel but also heralds a new era of global hospitality, where every guest is invited to partake in a journey of enriching experiences and boundless elegance.
