InterContinental Hotels and Resorts, has embarked on a new chapter with the launch of an extensive global brand evolution.
As part of IHG Hotels and Resorts' luxury and lifestyle portfolio, InterContinental is set to reimagine the luxury travel experience yet again, striking a harmonious balance between freedom and familiarity. This transformative journey is driven by the brand’s long-held belief that travel can expand minds and connect cultures, enhanced by cutting-edge technology, innovative design, and the exceptional talents of InterContinental’s diverse team members.
Vice President of Luxury Brands at IHG Hotels and Resorts, Tom Rowntree, said that the process is not a rebrand but a comprehensive transformation from start to finish of InterContinental.
"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 to attract and retain 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.”
Modern travellers lead diverse lives, and InterContinental has acknowledged the need for seamless transitions throughout their day. To address this, the brand is committed to helping guests "shapeshift" through their day.
New initiatives include scientifically backed food and beverage programmes aimed at helping guests reduce travel fatigue while ensuring dining options reflect differing guest needs throughout the day. All guests will also receive access to the Timeshifter, a jet lag app that enables travellers to use the latest circadian science to adjust quickly to new time zones.
InterContinental has collaborated with neuroscience-based designer, Isabelle Sjovall, to revolutionise guestroom spaces to enhance the restorative process needed for travel fatigue and reimagine other versatile physical spaces so they can seamlessly adapt to evolving needs at different times of the day.
InterContinental will develop innovative Concierge Galleries in hotel lobbies, transforming them into epicentres of unrivaled local, cultural knowledge. Going far beyond the standard concierge desk, these new outposts will more closely resemble a luxury boutique, bringing together interactive displays, library spaces and informative features, in some cases even art installations or designer pop-ups. From a design perspective, these social spaces will eschew the traditional desk in favour of a more interactive worktable allowing for more natural and engaging interactions between the guest and concierge.
Global Head of Design for Luxury Brands at IHG Hotels and Resorts, Melissa Messmer, said that each InterContinental hotel or resort is an experience-driven bespoke concept, tied together by new design pillars that form the strength of the brand’s style of ‘Cultivated Elegance’.
InterContinental Hotels and Resorts' global brand evolution embraces modernity, diversity and the desire for meaningful experiences, ensuring that guests can continue to explore the world while feeling right at home.
