InterContinental Hotels & Resorts has unveiled a new global brand identity to redefine luxury travel experience.
It aims to captivate the imaginations of luxury travellers by fulfilling their needs for knowledge and culturally rich experiences.
This change includes new offerings and experiences and a new f&b and hotel design strategy tailored for travellers.
Tom Rowntree, Vice President of Luxury Brands at IHG Hotels and Resorts, said: “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 traveler.
“Collaborating with our 215 hotels worldwide, we are committed to delivering precisely what todays 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.”
Travellers lead diverse lives, and the brand acknowledges the need for seamless transitions throughout their day.
To address this, it has launched new initiatives including scientifically backed food and beverage programmes aimed at helping guests reduce travel fatigue while ensuring dining options reflect differing guest needs throughout the day.
Guests will also receive access to Timeshifter, a jet lag app which enables travelers to use the latest circadian science to adjust quickly to new time zones.
InterContinental is collaborating with neuroscience-based designer Isabelle Sjovall to transform guestroom spaces to enhance the restorative process needed for travel fatigue.
The brand revamp focuses on further elevating quality design and style under the umbrella of ‘Cultivated Elegance.’
Melissa Messmer, Global Head of Design for Luxury Brands at IHG Hotels & Resorts, said: “Each InterContinental hotel or resort is an experience-driven bespoke concept, tied together by our new Design Pillars that form the strength of our brand design style, Cultivated Elegance.”
