> InterContinental aims to ‘yet again reimagine the luxury travel experience’ with brand evolution

InterContinental aims to ‘yet again reimagine the luxury travel experience’ with brand evolution

InterContinental Hotels & Resorts, part of IHG Hotels & Resorts’ luxury and lifestyle portfolio, was among the world’s first international luxury hotel brands and it is now embarking on a new chapter with the launch of an extensive global brand evolution as it aims to “yet again reimagine the luxury travel experience”.

InterContinental says it aims to “captivate the imaginations of modern luxury travellers” by “satisfying their desire for knowledge and culturally rich experiences”. This “holistic evolution” includes new offerings and experiences, a fresh brand culture, unique brand differentiators, and what it describes as “a game-changing food and beverage and hotel design strategy tailored to the traveller of tomorrow”.

These concepts “will shape the future of InterContinental,” it says, with the transformative journey “driven by the brand’s long held belief that travel can expand minds and connect cultures”.

“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,” explains Tom Rowntree, Vice President of Luxury Brands at IHG Hotels and Resorts. Collaborating with our 215 hotels worldwide, “we are committed to delivering precisely what todays and tomorrows guests, owners and colleagues require,” adds Mr Rowntree.

Modern travellers lead diverse lives, and InterContinental acknowledges the need for seamless transitions throughout their day. To address this, the brand is committed to helping guests “shape shift” 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 which enables travellers to use the latest circadian science to adjust quickly to new time zones.

InterContinental is collaborating 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.

At the core of this brand evolution will be the InterContinental staff and alongside a new brand service platform, the company is 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,” says Mr Rowntree.

The brand’s colleagues serve as “cultural connectors,” according to InterContinental, helping guests “embrace and explore” cities and local neighbourhoods.

The concierge, at the heart of cultural exploration, will play an even more significant role. InterContinental will develop innovative Concierge Galleries in hotel lobbies, transforming them into “epicentres of unrivalled 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”.

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