by Donald Wood
Last updated: 8:45 AM ET, Mon October 9, 2023
InterContinental Hotels & Resorts announced the launch
of an extensive global brand evolution designed to reimagine the luxury travel
experience.
Travelers visiting InterContinental properties will
experience new offerings, a fresh brand culture, unique differentiators and a
game-changing food and beverage and hotel design strategy.
With more than 90 new hotels and resorts in the pipeline,
the new luxury travel upgrades will shape the future of the IHG brand. Recent
initiatives include scientifically-backed food and beverage programs aimed at
helping guests reduce travel fatigue throughout the day.
“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,” IHG Vice President Tom Rowntree said. “Collaborating with our 215
hotels worldwide, we are committed to delivering precisely what todays and
tomorrows guests, owners and colleagues require.”
InterContinental guests will also receive access to the
Timeshifter, a jet lag app designed to help travelers adjust quickly to new
time zones. The luxury brand is also revolutionizing guestroom spaces to
enhance the restorative process needed for travel fatigue,
The company is also introducing Concierge Galleries in hotel
lobbies, which will more closely resemble a luxury boutique, bringing together
interactive displays, library spaces, informative features, art installations and
designer pop-ups.
As for travelers celebrating a special occasion with InterContinental,
the hotel brand introduced the Incredible Occasions program, which will help
signpost bookable spaces around the hotel, where groups of guests can enjoy
privacy while celebrating memorable moments.
“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,” Rowntree continued.
“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.”
Unlike grand settings or spacious ballrooms, each intimate
space will include programming and packages, consisting of amenities and
experiences, such as tablescapes, candlelit dinners or private masterclasses.
Combining expertise, infrastructure and imagination,
InterContinental will also unveil Celebration Suites across its global
portfolio. These reimagined spaces were designed to help guests elevate life’s
most memorable moments, from lavish dinner parties to landmark birthdays.
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