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InterContinental Hotels and Resorts evolves brand

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InterContinental Hotels and Resorts evolves brand
IHG Hotels and Resorts is making several significant changes to its InterContinental Hotels and Resorts brand, calling it an “extensive global brand evolution”.

Several new initiatives are part of the evolution, including a new concierge experience, jetlag fighting technology and room design changes and a push to make it easier for individuals to organise small events in the brand’s hotels around the world.

“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 traveller,” said IHG Hotels and Resorts’ vice president of luxury brands, Tom Rowntree.

“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, 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. 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.”

The InterContinental evolution includes the introduction of scientifically backed food and beverage programs to help guests combat travel fatigue, universal guest access to jetlag app Timeshifter and working with a designer who bases her approach on neuroscience to alter guestrooms to aid in making in each stay restorative.

The brand is also putting additional focus on the knowledge of its concierge team and replacing traditional concierge spaces with luxury boutique style “concierge galleries…transforming them into epicentres of unrivalled local, cultural knowledge”.

InterContinental Hotels and Resorts will also introduce the Occasions program and Celebration Suites, aimed at helping small social groups mark important dates like birthdays and parties, by making it easier for these groups to book small spaces within the hotel and granting access to exclusive small-group experiences.

There are 93 InterContinental hotels or resorts in the development pipeline, including the InterContinental Parramatta, opening in 2025.

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