IHG Hotels and Resorts has introduced IHG LIFT, a programme dedicated to creating further support for hotel development for under-represented groups within the hospitality industry. The programme will also help to unlock common barriers that restrict hotel ownership among groups and has a focus on empowering diverse ownership within the industry.
The launch of IHG LIFT has committed $30 million to the program over the next five years and will aim to assist owners within the United States and Canada who qualify. The programme’s name, LIFT, stands for leadership, inclusivity, facilitation and transformation, and ultimately representing the change that is needed across the accommodation industry.
Chief Development Officer for the American region of IHG Hotels and Resorts, Julienne Smith, said that as the industry grows, there is a need to keep the focus on enabling more success for a diverse ownership base.
“Barriers such as a lack of access to capital and the right networks put such owners at a disadvantage. The IHG LIFT programme is specifically designed to help ease the path to ownership and ultimately support owners. Diversifying ownership is not only better for IHG, it also lifts up our entire industry,” said Smith.
CEO of Ellis Hospitality, and owner of IHG hotels in California, Jyoti Sarolia, said that the launch of IHG LIFT will greatly benefit the industry.
“A program such as IHG LIFT is important to our hotel industry. These efforts help grow our community of owners which should be as diverse as the guests we serve every day. IHG’s commitment and focus to make a difference certainly resonates with me as an owner,” said Sarolia.
IHG LIFT has also been designed to invest in community education to grow interest for those wanting to enter the hospitality and accommodation industries, such as high schools and universities. IHG LIFT is also part of the company’s greater ‘Journey to Tomorrow 2030’ programme.
