EUROPE | Ahead of the Guinness Women's Six Nations tour, IHG has appointed a "Fancierge" to celebrate the return of the rugby tournament.
As fans across Europe, the UK and Ireland eagerly anticipate what’s set to be the biggest Guinness Women’s Six Nations ever, IHG Hotels & Resorts, the official hotel partner of the Championships, revealed 92 percent of sports fans agree that watching the Guinness Women’s Six Nations live is an inclusive and entertaining experience with nearly half (46 percent) stating they’d consider a weekend away to watch a Guinness women’s Six Nations match.
Catering to the growing demand for fans travelling to see Six Nations matches, and record-breaking ticket sales weeks ahead of the championship, IHG Hotels & Resorts launches ‘Fancierge’, a concierge-style initiative offering complimentary experiences in host cities throughout the tournament. IHG’s ‘Fancierge’ is dedicated to rugby fans and reflects their evolving desire to maximise their time away to explore and connect with host cities beyond the match itself. The initiative, led by rugby legend Emily Scarratt, is designed for the growing number of fans now travelling to watch women’s games as the sport enjoys unprecedented growth in popularity. The research commissioned by IHG Hotels & Resorts into the rituals of rugby fandom shows how match weekends have become a full-blown cultural event, where supporters chase shared moments, personalised traditions, and total immersion far beyond the final whistle.
Rugby icon and 11-times Six Nations champion, Emily Scarratt, has been handed the keys as IHG Hotels & Resorts ‘Fancierge’, helping supporters unlock the culture and unique experiences of host cities throughout the Guinness Women’s Six Nations.
“I’m excited to step into the ‘Fancierge’ role with IHG Hotels & Resorts at such a landmark moment for the Guinness Women’s Six Nations. With this year set to be the biggest championships yet, ‘Fancierge’ experiences are not just about celebrating what happens on the pitch, they’re about the entire match weekend and exploring the cultures of the host cities, from mastering Irish dancing to crafting delicate French patisserie, because it’s those moments beyond the stadium that transform a great game into an unforgettable escape,” said Scarratt.
“Women’s rugby is enjoying a time of real momentum, and the Guinness Women’s Six Nations is set to deliver another outstanding tournament for fans across Europe,” said Karin Sheppard, Senior Vice President and Managing Director of IHG in Europe.
“As the official hotel partner for the third year, we’re delighted to help supporters make the most of their travels through our ‘Fancierge’ service, connecting them with unforgettable local experiences beyond the stadiums.”
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