IHG has this week announced that the InterContinental Hotels & Resorts brand will be undergoing a refresh, as the company has revealed a “distinctive global brand evolution.” If you ask me, InterContinental is a brand that could desperately use a refresh. However, I’m kind of scratching my head at the details of this “evolution” — there’s a lot of fluff, but not much substance.
InterContinental is a confusing hotel brand to me
Let me step back for a moment and say that InterContinental was actually the first hotel brand that I loved, around 15 years ago (when I was 18, so was old enough to check into hotels by myself). The brand has a special place in my heart.
For some context on why, Royal Ambassador is InterContinental’s invitation-only elite status. Back in the day, InterContinental Royal Ambassador members could nominate a friend to be Royal Ambassador. The wild part was that those who were nominated could also nominate others, so it was really easy to become Royal Ambassador. This stuck around for years, and was awesome.
At the time, Royal Ambassador offered some of the strongest elite perks of any hotel program, from guaranteed early check-in and late check-out, to complimentary minibar drinks, to guaranteed upgrades. Gosh, I sure do miss those days of InterContinental.
The thing is, 15 years ago the hotel industry wasn’t quite as competitive in terms of the number of brands and segments to choose from, especially in the luxury sector. While other hotel groups have evolved, I feel like InterContinental hasn’t actually evolved that much.
Frankly, I’m not sure where exactly InterContinental is positioned nowadays. InterContinental refers to itself as the world’s first and largest international luxury hotel brand, and that sounds about right to me. It’s an old brand, and it has lots of hotels. However:
- Where on the luxury scale does it fall? Is it sort of a competitor to Conrad, Grand Hyatt, and JW Marriott? Is it a bit higher end? A bit lower end?
- To me it just seems like a brand that doesn’t have much consistency, with properties that largely feel really generic and business centric
Admittedly all hotel groups suffer from some level of inconsistency, since the hotel groups are really catering to hotel owners and getting them to join their brand, rather than to guests. But I find that InterContinental is a particularly soulless brand. At least that’s my impression.
How InterContinental is reinventing itself
With the above out of the way, I’m delighted to see that the InterContinental brand is planning to evolve. Unfortunately after reading the press release about how the brand is changing, I’m not expecting a whole lot. The whole thing very much reads like when a hotel group launches a new brand, and promises free Wi-Fi and friendly service.
Here’s how InterContinental describes the inspiration behind the brand evolution (I assume the consulting firm behind this rebrand was being paid on a per-buzzword basis):
InterContinental Hotels & Resorts, the world’s first and largest international luxury hotel brand, is embarking on an exciting new chapter with the launch of an extensive global brand evolution.
As part of IHG Hotels & Resorts’ luxury and lifestyle portfolio, InterContinental is set to yet again reimagine the luxury travel experience, striking a harmonious balance between freedom and familiarity. This transformative journey is driven by the brand’s long held belief that travel can expand minds and connect cultures, enhanced by cutting-edge technology, innovative design, and the exceptional talents of InterContinental’s diverse team members.
Meanwhile here’s what Tom Rowntree, IHG’s VP of Luxury Brands, had to say about these changes:
“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 tomorrows 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.”
Here are the changes that InterContinental is promoting:
- InterContinental will help guests “shape shift” throughout the day with scientifically backed food and beverage programs aimed at helping guests reduce travel fatigue, and guests will receive access to Timeshifter, a jet lag app
- InterContinental will partner with neuroscience-based designer Isabelle Sjovall to “revolutionize 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”
- InterContinental will develop “Concierge Galleries” in hotel lobbies, “transforming them into epicenters of unrivaled local, cultural knowledge,” and they’ll “more closely resemble a luxury boutique, bringing together interactive displays, library spaces, and informative features”
- InterContinental will launch the “Incredible Occasions” program, including introducing bookable spaces around the hotels, where guests can enjoy privacy while celebrating special moments; InterContinental will unveil “Celebration Suites,” which are reimagined spaces specifically to “help guests elevate life’s most special moments”
- The brand will have a new “Cultivated Elegance” focus, whereby the “global brand evolution embraces modernity, diversity, and the desire for meaningful experiences, ensuring that guests can continue to explore the world while feeling right at home”
Maybe InterContinental is just underselling its plans here, but it seems to me like there’s a lot of fluff and not a whole lot of substance to this announcement. I mean, I think the updated concierge concept is pretty cool, and something we haven’t seen before from a major hotel group. However, beyond that, I don’t see much of substance — food and drinks designed to reduce fatigue (maybe ban alcohol then?) and a jet lag app aren’t going to be a deciding factor regarding which hotel group I stay with.
And perhaps I should acknowledge that maybe I just don’t understand the InterContinental brand. IHG is describing the current state of InterContinental properties as being “experience-driven bespoke concepts,” which… isn’t how I’d describe these hotels. So maybe that’s on me, and not the hotel brand.
Bottom line
IHG is planning on revamping the InterContinental brand. I’d say that’s exciting, since I feel like the brand lacks pizzaz. However, the details of the brand refresh aren’t particularly convincing, in my opinion, as I see more buzzwords than substance.
What’s your take on the current state of InterContinental, plus the plans for a refresh?
Having a staffed ambassador check in desk at every hotel would be a good start.
What a load of crap their press release is tho, its embarrasing.
The bottom line to the major hotel bramds; provide a consistent experience across all properties, particularly franchise operated properties. Marriott gets the worst rating in enforcing branding (I am a lifetime Titanium earned thru Sheraton). They get an F rating. IHG gets a C rating. I am retrying Hilton and Hyatt and so far, Hyatt is the "best" out of the lot.
None of this fluff marketing from Intercontinental impresses me. If they are...
The bottom line to the major hotel bramds; provide a consistent experience across all properties, particularly franchise operated properties. Marriott gets the worst rating in enforcing branding (I am a lifetime Titanium earned thru Sheraton). They get an F rating. IHG gets a C rating. I am retrying Hilton and Hyatt and so far, Hyatt is the "best" out of the lot.
None of this fluff marketing from Intercontinental impresses me. If they are part of IHG, there should be some loyalty benefits. The paid Ambassador sucks as you still don't get lounge access
We've all read jargon-filled but largely content-free press releases before, but this one seems to set the bar at an entirely new level. Agree with Ben and others - the brand definitely needs a refresh and most importantly, a consistent set of standards for its hotels. The chasm between the IC Cleveland and the IC Grand Seoul Parnas, to use two recent personal experiences as an example, is Grand Canyonesque. Would be nice if there...
We've all read jargon-filled but largely content-free press releases before, but this one seems to set the bar at an entirely new level. Agree with Ben and others - the brand definitely needs a refresh and most importantly, a consistent set of standards for its hotels. The chasm between the IC Cleveland and the IC Grand Seoul Parnas, to use two recent personal experiences as an example, is Grand Canyonesque. Would be nice if there actually ended up being some substance behind the PR word salad, but I probably won't be holding my breath.
I've stayed a a few excellent Intercontinental hotels and other IHG in the past (10 years ago+). We actually got engaged at the LA Concha in Key West 15 years ago! Now it's an Autograph Collection....see, IHG is so unremarkable that I thought it was a Crowne Plaza...
Unfortunately, the Marriott brand is worse! The lounge is "pigs at a trough" the hotels full of tour group hell.
So as bad as IC has gotten, it's a wonderful escape from the pond Scum experience at the Marriott.
Joined the 6 Continents Club in Al Ain back in 90's when Intercontinental was a great stay. Over the years have run into some very good Intercontinental Hotels and very mediocre ones as well.
In Jan/Feb this year had the pleasure of staying at the Intercontinental Hotel in Buenos Aires. It reminded me of the great days of the 90's. A brilliant but classic older hotel with great staff, executive floor and rooms. Thoroughly...
Joined the 6 Continents Club in Al Ain back in 90's when Intercontinental was a great stay. Over the years have run into some very good Intercontinental Hotels and very mediocre ones as well.
In Jan/Feb this year had the pleasure of staying at the Intercontinental Hotel in Buenos Aires. It reminded me of the great days of the 90's. A brilliant but classic older hotel with great staff, executive floor and rooms. Thoroughly enjoyed a few stays while in Argentina.
If the new branding of IHG Intercontinental hotels is anything like the BA Intercon, then it will be a very good thing for IHG and guests.
The part about bringing people together is somewhat authentic, when the chain originated they were in places most Westerners had probably never heard of.
Maybe my local IC is the worst in the world, but the IC St Paul can’t even consistently staff the coffee bar or fix the smashed wall near the parking garage, let alone create luxury experiences. I don’t believe they even have a concierge desk.
Many years ago l stayed in Intercontinental Hotels as often as I could.
I was a member of the "6 Continents Club". I always got upgraded to a full suite or at least a Jr. Suite, and always had a bottle of wine and an appetizer plate in my room when I checked in. As I recall, I always got a free breakfast of some sort. It was a really good hotel experience. I also earned free cruises and free PanAm airfares in promotions.
There are some gems in the brand like IC Danang and IC Thalasso - 2 of my all time favorite hotels. Then there are lots of generic big city hotels. One exception is IC DTLA, with distinctively better service than other North American city ICs I've been to.
This is their new exceptional smoke and mirrors initiative
It matches their BS destination and resort fees
In NYC Boston etc Now found on their award stays
How do you spell crooks?
I wrote them off
Intercontinental's biggest problem is Holiday Inn and Holiday Inn Express. Those brands can't sit next to each other. There are some great Intercontinental properties internationally, but the vast majority of IHG's portfolio in Western Europe and North America are low-end Holiday Inn and Holiday Inn Express properties with a lot of mediocre Hotel Indigo and Kimpton properties.
Intercontinental and Fairmont are probably the most overrated luxury brands followed by W and Ritz-Carlton.
Intercontinental's biggest problem is Holiday Inn and Holiday Inn Express. Those brands can't sit next to each other. There are some great Intercontinental properties internationally, but the vast majority of IHG's portfolio in Western Europe and North America are low-end Holiday Inn and Holiday Inn Express properties with a lot of mediocre Hotel Indigo and Kimpton properties.
Intercontinental and Fairmont are probably the most overrated luxury brands followed by W and Ritz-Carlton.
Intercontinental is a hilariously inconsistent brand. You have lame hotels like the IC St. Paul, which should be a CP, big downtown skyscrapers which is what I would consider a "normal" IC, and a Fijan Beach resort (highly recommend, best FNC redemption ever) all under the same brand. I don't think there's really much you can do at the brand level since all the hotels are so different. Even Kimpton is more cohesive since they...
Intercontinental is a hilariously inconsistent brand. You have lame hotels like the IC St. Paul, which should be a CP, big downtown skyscrapers which is what I would consider a "normal" IC, and a Fijan Beach resort (highly recommend, best FNC redemption ever) all under the same brand. I don't think there's really much you can do at the brand level since all the hotels are so different. Even Kimpton is more cohesive since they are all boutique hotels in downtown areas. This buzzword soup reminds me of some of the stuff my upper management comes to us with, to which we just turn around and get back to work while they are busy putting each other on the back.
"IHG is describing the current state of InterContinental properties as being “experience-driven bespoke concepts,” which… isn’t how I’d describe these hotels. So maybe that’s on me, and not the hotel brand."
Other than the IC HKG (now a Regent again), I can't say I've had much of an 'experience' at the other ICs I've stayed at (NYC Times Square, MSY, LCY (although nice upgraded corner room and view)). They haven't been destinations to 'experience' but...
"IHG is describing the current state of InterContinental properties as being “experience-driven bespoke concepts,” which… isn’t how I’d describe these hotels. So maybe that’s on me, and not the hotel brand."
Other than the IC HKG (now a Regent again), I can't say I've had much of an 'experience' at the other ICs I've stayed at (NYC Times Square, MSY, LCY (although nice upgraded corner room and view)). They haven't been destinations to 'experience' but mere expensive places to stay in useful locations. Expensive, not necessarily luxurious. (IHG Diamond)
Another fluff piece that probably could have been better done by ChatGPT
Nothing will change on the ground. Those IC hotels with good soft product will continue to have good soft product, and those with crap service will continue to be crap. All the PR in the world will not fix that
As someone who worked for IHG for several years, the entire company has an identity issue. Other than Holiday Inn Express & Kimpton (which they run entirely separately), they just don't know who or what they are.
Translation: They're not going to do anything that costs very much.
As someone in mgmt consulting, I can absolutely tell you the first blurb was written by an analyst with a micromanaging Engagement Manager breathing over their shoulder changing every word.
Idk Ben, I think your confusion stems from the VP's statement massively overselling what this is. If you take that out of the equation and just look at the changes by themselves then it's just a minor product update, similar to BA announcing they're changing...
As someone in mgmt consulting, I can absolutely tell you the first blurb was written by an analyst with a micromanaging Engagement Manager breathing over their shoulder changing every word.
Idk Ben, I think your confusion stems from the VP's statement massively overselling what this is. If you take that out of the equation and just look at the changes by themselves then it's just a minor product update, similar to BA announcing they're changing bedding and some appetizer options so they're healthier. Or maybe there's more substantive changes coming down the road and they just jumped the gun?
I don’t really understand how InterContinental is a bit souless and JW Marriott isn’t. They’re both meaningless franchise labels which sit across everything from just-about four star hotels to quite nice five star hotels (some JWM’s are completely indistinguishable from a standard Marriott beyond some marble in the lobby…). Otherwise, I completely agree.
Neither is luxury other than in the dreams of the marketing staff of the major hotel groups, by the way.
Who said JW Marriott isn't soulless? Although some of their properties are quite lovely (e.g. Venice)
JW Marriott Phu Quoc is next level amazing and unique
PR people went Loco with this stunning release
What a load of nonsense. Always good for a laugh.
As a read into this article.....its so sad how stupid and brainwashed the world has become. Far left theory built into every aspect of our lives.. I need an app to go to sleep and some food based on science. Please do ban alcohol and make all my decisions for me.
Scientifically backed what!? Food!? This is gonna SUCK!!!
I think of Soylent Green when I read a press release like that.
I also think of propaganda.
Clear text: a few more cooks to make chia and beetroot delight for breakfast, more lavender spray in the good night pack, and adding one more type to the pillow menu.
Maybe they will can desks while keeping mysterious tub/shower fixtures that are part of that elusive local charm?
Sounds like bullshit to me.
If it weren't for bullshit, we wouldn't have a white-collar economy. This kind of stuff keeps the lights on.
LOL. That's what I was thinking! You said the quiet part out loud.
Intercontinental hotels are boring as f. It's amazing how a chain that has the amazing Indio brand and the great Kimpton brand has the dull as dirt Intercontintal Brand. smh.
"...striking a harmonious balance between freedom and familiarity."
Is that like "subtle yet yielding?"
Will there be a "digital transformation" component" as well?
Buzzword Bingo has some new words to add.