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IHG launches lifestyle brand targeted at wellness sector

IHG has launched Even Hotels

 InterContinental Hotels Group (IHG) has launched Even Hotels, a brand targeted at travellers seeking a holistic wellness travel experience.

Originally set for the United States – the first property is expected to be announced in the second quarter of 2012 – the Even brand will “uniquely provides solutions for all aspects of travellers’ wellness needs in the areas of exercise, food, work and rest”, according to IHG.

IHG’s Chief Executive Officer, Richard Solomons, said no other brand can do that, under one roof, at the price point.

“We have a track record of delivering on hotel industry firsts, and we’re doing it again by staking our claim on the wellness space within the mainstream lifestyle category,” he said.

“We are so confident in the Even brand that we are committing a capital investment of up to $150 million over the next three years in order to deliver growth and profitability for Even Hotels.”

IHG said, over a span of 18 months, the company closely analysed emerging trends, conducted robust quantitative and qualitative studies, and talked to over 4,000 customers.

The company said the research showed a demand shift to a holistic wellness travel experience, and confirmed an unmet need among customers – staying healthy while they travel.

“The wellness sector continues to grow year over year and the launch of Even Hotels will allow IHG to take advantage of this long term trend,” said IHG’s President of the Americas, Kirk Kinsell.

“The U.S. represents two-thirds of IHG’s rooms today, and this exciting new brand will help us to continue to grow our share in this important market. We expect to sign contracts for 100 Even Hotels within the next five years.”

IHG expects the first hotel opens in the first half of 2013.

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