IHG’s Luxury Hotels Embrace Multi-Generational Travel for Expansion

InterContinental Hotels Group: Embracing Multi-Generational Family Travel and Wellness

InterContinental Hotels Group (IHG) is strategically positioning itself to capitalize on the growing trend of multi-generational family travel and enhanced wellness offerings. As the hospitality industry evolves, IHG is keenly aware of the shifting preferences of travelers, particularly those seeking meaningful connections with loved ones while prioritizing their well-being.

The Rise of Multi-Generational Travel

Tom Rowntree, IHG’s vice president of global luxury and lifestyle brands, highlights the increasing demand for multi-generational travel. “We’re seeing multigenerational travel as an enduring element that has accelerated,” he stated, emphasizing the importance of family connections and shared wellness experiences. This trend is not merely a passing phase; it reflects a deeper desire for families to celebrate milestones together, whether through reunions or special occasions.

At the recent ILTM Cannes expo, Rowntree noted that IHG is witnessing a surge in bookings from extended families looking to gather at its luxury hotels and resorts. To cater to this demographic, IHG is developing tailored service and product offerings that facilitate family celebrations. One area of focus is optimizing suites, traditionally designed for high-net-worth individuals, to serve as communal spaces for family gatherings. Rowntree envisions suites being used for shared meals, games, and relaxation, creating a more inviting atmosphere than standard event spaces.

Enhancing Luxury Service Through Training

Recognizing that luxury is a deeply personal experience, IHG is committed to training its staff to meet the diverse needs of its guests. Last week, the company launched the “Inspiring Incredible” training program aimed at enhancing the luxury service capabilities of its flagship InterContinental brand. This initiative will empower approximately 80,000 employees to create memorable moments for guests, ensuring that their experiences are not only luxurious but also personalized.

In early 2024, IHG plans to introduce a similar training program for its Regent brand, further solidifying its commitment to exceptional service. This focus on staff training is crucial, especially as the luxury travel landscape becomes increasingly competitive.

The Role of Experience Agents

A standout feature of the Regent brand is the introduction of “experience agents.” These dedicated professionals serve as a single point of contact for guests, ensuring that their needs are understood and met throughout their stay. This personalized approach allows for a seamless experience, as the experience agent communicates with the guest support team to anticipate and fulfill guest desires.

Regent has also launched a program called “With Compliments,” which includes thoughtful perks tailored to guests’ preferences. By anticipating needs and providing complimentary services, Regent aims to create pinnacle moments that define its brand.

A Focus on Wellness

In addition to enhancing family travel experiences, IHG is placing a strong emphasis on wellness. The company is integrating expertise from Raison d’Etre, a wellness consultancy acquired through its Six Senses purchase, across its luxury brands. This initiative aims to broaden wellness offerings to appeal to a diverse range of guests, from young children to seniors.

Rowntree noted that property owners within IHG’s luxury portfolio are encouraged to adopt wellness concepts from Raison d’Etre, although participation is not mandatory. The consultancy is set to implement wellness upgrades in Regent spas, with new offerings debuting in Hong Kong and Bali by 2025. Additionally, Raison d’Etre is developing a comprehensive spa and wellness strategy for the InterContinental brand, aligning with the growing trend of wellness tourism.

The Global Wellness Institute projects that wellness tourism expenditures will reach $1.3 trillion in the coming year, with themes such as sleep tourism and medical tourism gaining traction. IHG is poised to tap into this lucrative market by enhancing its wellness offerings across its luxury brands.

A Robust Luxury Portfolio

CEO Elie Maalouf recently highlighted IHG’s expanding luxury capabilities, noting that the luxury and lifestyle segment has become the fastest-growing area for the company. Currently, this segment accounts for approximately one-third of IHG’s rooms in upscale and luxury categories, marking a significant share gain in the industry.

Maalouf expressed confidence in IHG’s luxury lifestyle portfolio, which includes renowned brands such as InterContinental, Six Senses, Regent, Kimpton, Vignette, and Hotel Indigo. With over 550 hotels currently open and more than 400 under development, IHG is well-positioned to meet the evolving demands of luxury travelers.

Conclusion

As IHG continues to adapt to the changing landscape of travel, its focus on multi-generational family experiences and wellness offerings will be pivotal in driving growth. By enhancing service through training, personalizing guest interactions, and expanding wellness initiatives, IHG is not only meeting the needs of today’s travelers but also setting the stage for a prosperous future in the luxury hospitality sector. The company’s commitment to creating meaningful connections and unforgettable experiences will undoubtedly resonate with families seeking to travel together and prioritize their well-being.