IHG Hotels & Resorts is writing a new page in InterContinental history, with the launch of an extensive global brand evolution mixing its luxury heritage with a modern approach.
This evolution includes new offerings and experiences, a fresh brand culture, unique brand differentiators, and a brand new F&B and hotel design strategy tailored to the travellers of today and tomorrow. All these changes aimed to meet new expectations and needs.
For example, the brand wants to help guests to reduce travel fatigue, thanks to scientifically backed F&B programmes, a jet lag app named Timeshifter, and the creation of new spaces to enhance the restorative process through a collaboration with neuroscience-based designer Isabelle Sjovall.
While the brand’s colleagues help serve as cultural connectors, the concierge will play an even more significant role, through the innovative concept Concierge Galleries. Hotel lobbies will thus become epicentres of unrivalled local and cultural knowledge, bringing together interactive displays, library spaces and informative features, in some cases even art installations or designer pop-ups.
Furthermore, the evolution of InterContinental includes a brand-new Incredible Occasions programme. Aimed to further elevate micro-occasions for guests who wish to enjoy any number of life’s milestones, the programme will help signpost bookable spaces around the hotel. These spaces will include programming and packages, consisting of amenities and experiences.
InterContinental will also unveil Celebration Suites across its global portfolio. These are reimagined spaces designed specifically to help guests elevate life’s most special moments.
The brand evolution focuses on further elevating design and style under the umbrella of "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” explains Melissa Messmer, Global Head of Design for Luxury Brands at IHG Hotels & Resorts.
This isn't a rebrand or repositioning; rather, it's a comprehensive transformation from start to finish of InterContinental, ensuring we stay at the forefront of crafting a luxury experience for the modern luxury traveler. […] 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 programmes aimed at attracting and retaining the finest talent in the industry.
Tom Rowntree, Vice President of Luxury Brands at IHG Hotels and Resorts
A new holistic concept that will be set up in all the properties of the brand around the world, as well as in the 93 new hotels and resorts in the pipeline. It will shape the future of InterContinental Hotels & Resorts.