Embracing the nature of travel as a catalyst for positive change, InterContinental Hotels Group – or IHG as it was now formally known – has launched a refreshed philosophy, identity as part of a global rebrand, with the company known now as IHG Hotels & Resorts.
Backed by a new purpose of ‘True Hospitality For Good’, the all-encompassing change is the next chapter in the company’s evolving timeline, with the rebrand to spread its wings across nearly 6,000 hotels in 100 countries worldwide. The rebrand seeks to envelope and refresh the company’s network of hotel owners, thousands of employees and millions positively affected by its sense of community and sustainability.
Anchoring the company’s updated image is a new logo, with the former orange marque now exuding a bolder, edgy attitude, with younger traveller demographics the primary target, along with owners and future talent around the world.
VIDEO: Check out the new IHG brand evolution
The name change to ‘IHG Hotels & Resorts’ aims to reflect the company’s collection of 16 brands, which have been divided into individual collections, each with its own identity to help guests make the best decision for their travel needs, while remaining bound under the overall corporate umbrella.
Brand collections include The Luxury and Lifestyle Collection (made up of Six Senses Hotels Resorts Spas, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Kimpton Hotels & Restaurants, Hotel Indigo); The Premium Collection (Hualuxe Hotels & Resorts, Crowne Plaza Hotels & Resorts, Even Hotels, voco Hotels); The Essentials Collection (Holiday Inn Hotels & Resorts, Holiday Inn Express, avid hotels) and The Suites Collection (Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites).
Another element emerging from the brand surgeon’s knife is the company’s loyalty program, which has dropped the word ‘Club’ and is now known as ‘IHG Rewards’. Already one of the world’s largest loyalty programs, the change aims to remove any sense of exclusivity and firmly demonstrate that the door is open, with a warm welcome waiting inside.
Members will continue to gain access to exclusive rates and benefits, including the new addition of the Mr & Mrs Smith Collection, while the revised brand will become more visible in markets around the world.
IHG Hotels & Resorts Chief Customer Officer, Claire Bennett, said the travel industry has faced challenges like never before, with the rebrand showing the company has adapted to new realities but has remained true to its roots.
“We have an incredible family of brands, centred around connecting people – strengthening family bonds, forging business partnerships, uniting far-flung friends and engaging with our communities.”
“So, as we continue to lead through and beyond the pandemic, we’re clear who we are, what we stand for and how we can help guests open up their world again when they’re ready to travel,” Bennett added.
“And we all feel we need that more than ever, because travel not only opens doors, it opens minds and hearts.”