InterContinental Resorts & Resorts is the flagship model in IHG Resorts & Resorts’ portfolio and till 2015 was the corporate’s sole luxurious flag. Earlier this fall, IHG unveiled plans for an “in depth international model evolution” of InterContinental, spanning the whole lot from design parts to its strategy to service. Resorts editor Christina Jelski not too long ago linked with Tom Rowntree, vp of luxurious manufacturers at IHG, which embrace Six Senses and Regent, to get particulars on the transformation.
Tom Rowntree
Q: Why was the timing proper for a significant replace of the InterContinental model?
A: We have had unbelievable progress [within luxury], and we have truly seen that luxury-lifestyle now represents 21% of IHG’s future pipeline, which is nearly double what it was 5 years in the past. And for those who have a look at the world, by finish of 2025, 61% of luxurious customers globally might be millennials and Technology Z. After which utilizing the U.Okay. for instance, 73% of oldsters of the UK state that their youngsters affect that journey habits. So you have now bought Gen Alpha coming in together with millennials and Gen Z. It is a very thrilling time for the InterContinental model to be crafting a future [that’s] interesting to this contemporary luxurious shopper.
Q: How in depth will the model’s evolution be?
A: This evolution is completely finish to finish, assembly the wants of the trendy luxurious traveler at each single level. For instance, we have developed a brand new colleague tradition in order that we will guarantee that we’re retaining and attracting the easiest expertise within the trade, and on the again of this we’re creating a brand new service model. We have developed a brand new meals and beverage technique, which acknowledges the significance that meals and beverage performs in celebrating cultures and bringing folks collectively. And we have additionally developed a brand new design model known as “cultivated magnificence”; that is actually a multisensory [approach to] design. So after all, it includes the core inside design and structure that you’ve got within the resort, nevertheless it additionally goes into scent, it goes into sound, it goes into botanicals and it goes into uniforms.
Q: One key change being made on the service entrance is a rethinking of the resort concierge. How will InterContinental’s concierge expertise evolve?
A: The concierge is a trademark of the InterContinental model right now. However we wish to attempt to unlock time for them to be extra proactive with our visitors, getting them out from behind the desk and connecting with visitors as people. We’re creating a component known as the Concierge Gallery, which may very well be a pop-up or bodily build-out inside our concierge areas and can permit visitors to have conversations with a concierge however with out the bodily barrier. What we’re additionally taking a look at is introducing a component of know-how, the place we’ll be constructing in a direct chat performance between our concierge and our visitors, which can be utilized whereas they’re within the resort but in addition whereas they’re within the vacation spot. After which we’re additionally increase networks of what we name “insiders” who’re native consultants. So along with having these Concierge Galleries, we’ll have these insider occasions round cultural trade, inviting locals and visitors to the expertise.
Q: InterContinental has additionally introduced a tie-up with the jet lag app Timeshifter. Why did this specific partnership turn into a pillar of the model’s transformation?
A: Journey is fantastic, nevertheless it’s bodily and mentally fairly demanding. Timeshifter principally helps you reset your circadian rhythm: When to drink espresso, while you should not drink espresso, when to get daylight, when to sleep. You place your flight particulars in, and it populates this all for you. We’ll be launching this partnership this winter, and it’ll start with visitors touring to key gateway cities.
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