InterContinental Hotels and Resorts (IHG) says it is embarking an extensive brand evolution designed to lead it into the future through cutting-edge technology, innovative design, and elevated service, while maintaining a “harmonious balance between freedom and familiarity” for guests.
InterContinental says its “holistic evolution” will feature new offerings and experiences, a fresh brand culture, unique brand differentiators, and a game-changing food and beverage and hotel design strategy tailored to the traveller of tomorrow.
With hotels in cities from Rome to Shanghai, and 93 new hotels and resorts in the pipeline, the concepts will shape the future of InterContinental, says IHG VP of Luxury Brands Tom Rowntree, adding, “This isn’t a rebrand or repositioning; rather, it’s a comprehensive transformation from start to finish of InterContinental… 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,” he continued, “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…”
Flexibility
To help modern travellers “shape shift” through their diverse days, InterContinental will introduce new initiatives such as scientifically backed food and beverage 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 that enables travellers to use the latest circadian science to adjust quickly to new time zones. InterContinental is collaborating with neuroscience-based designer Isabelle Sjovall to revolutionize guestroom spaces to enhance the restorative process needed for travel fatigue and reimagine other versatile physical spaces so they can seamlessly adapt to evolving needs at different times of the day.
Insider expertise
With properties in 60 countries, IHG says it will leverage its rich history as a pioneer in hospitality, utilizing staff as cultural connectors to help guests embrace and explore cities and local neighbourhoods. At the heart of cultural exploration, The concierge will play an even more significant role as InterContinental develops innovative Concierge Galleries in hotel lobbies, transforming them into epicentres of unrivaled 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. From a design perspective, the social spaces will eschew the traditional desk in favour of a more interactive worktable allowing for more natural and engaging interactions between the guest and concierge.
Incredible occasions
The new Incredible Occasions program will ease guests’ burden of planning celebration of “micro-occasions” from birthdays to baby showers. Bookable spaces will be signposted around the hotel for groups of guests to enjoy privacy while celebrating memorable moments. Unlike grand settings or spacious ballrooms, each intimate space will include programming and packages, consisting of amenities and experiences, such as beautiful tablescapes, candlelit dinners, or private masterclasses. InterContinental will also unveil Celebration Suites across its global portfolio.
Cultivated elegance
The brand evolution focuses on further elevating quality design and timeless style under the umbrella of “Cultivated Elegance.”
Melissa Messmer, Global Head of Design for Luxury Brands at IHG Hotels & Resorts, said: “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,” which is committed to embracing “modernity, diversity, and the desire for meaningful experiences.”
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.