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IHG revealed plans for a comprehensive global rebranding of InterContinental, encompassing various aspects from design to service approach. Tom Rowntree, VP of luxury Brands at IHG sherds light on plans for IHG, Six Senses and Regent transformation
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IHG® Hotels & ResortsInterContinental Hotels & Resorts is the primary brand within IHG Hotels & Resorts’ collection, and until 2015, it was the company’s exclusive luxury brand. Recently, IHG revealed plans for a comprehensive global rebranding of InterContinental, encompassing various aspects from design to service approach. Tom Rowntree, VP of luxury Brands at IHG sherds light on plans for IHG, Six Senses and Regent transformation:
- Remarkable growth in the luxury sector (luxury-lifestyle accommodations now constituting 21% of IHG’s future projects), nearly doubling from five years ago led to IHG to focus on “future consumer. IHG believe that by the end of 2025, 61% of luxury consumers will be millennials and Generation Z. In the UK, 73% of parents acknowledge that their children influence their travel choices. With Generation Alpha joining millennials and Gen Z, InterContinental brand wants to cater to the preferences of this contemporary luxury consumer.
- Brand transformation will cover every aspect, catering to the needs of the modern luxury traveler comprehensively. For instance, IHG introduced a new staff culture to ensure that they attract and retain the best talent in the industry, which, in turn, informs our new service style. A new strategy was devised for food and beverages, emphasizing their role in celebrating cultures and fostering connections. IHG also introduced a novel design concept called “cultivated elegance,” which embraces multiple sensory elements, encompassing interior design, scent, sound, botanicals, and uniforms.
- Transformation of the concierge service, which constitues an iconic feature of the current InterContinental brand. IHG aims to free up their time to be more proactive with guests, stepping out from behind the desk and engaging with guests on a personal level. IHG is introducing something called the Concierge Gallery, which could be a pop-up or a physical space within concierge areas, enabling guests to interact with a concierge without a physical barrier. We’re also exploring the incorporation of technology, allowing immediate chat communication between concierge and guests, both within the hotel and in the destination. Additionally, IHG is building a network of “insiders” who are local experts, and alongside the Concierge Galleries, and plan to host insider events focused on cultural exchange, inviting locals and guests to participate.
- Announced partnership with the jet lag app Timeshifter. is targeting to remove some of the negatives of travel, which is a wonderful experience, but can be physically and mentally taxing. Timeshifter helps individuals reset their circadian rhythms, advising on when to have coffee, when to avoid it, when to seek daylight, and when to rest. By inputting your flight details, the app customizes this guidance. We will launch this partnership in the upcoming winter, initially targeting guests traveling to key gateway cities.
