IHG taps wellness trend with new brand

EVEN Hotels is first mainstream hotel brand focused on wellness

InterContinental Hotels Group has launched a new brand in expectation that it will fill unfulfilled demand for healthier travel. IHG’s newest hotel brand is designed to meet the large and growing customer demand for healthier travel, at a mainstream price. The group calls EVEN Hotels an industry first as it provides solutions for all aspects of travellers’ wellness needs in the areas of exercise, food, work and rest. “No other brand can do this, under one roof, at this price point,” the group says. The mainstream lifestyle brand joins IHG’s existing seven hotel brands.
Richard Solomons, IHG’s CEO: “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.”
IHG says it closely analysed emerging trends over a span of 18 months, conducting quantitative and qualitative studies and talking to more than 4,000 customers. The research showed a demand shift to a holistic wellness travel experience and confirmed an unmet need among customers – staying healthy while they travel. Features of the rooms will include exercise workouts (guest rooms designed for in-room workouts with multi-functional room amenities such as a coat rack that doubles as a pull up bar), nutritionally designed menus available anytime and relaxation features like hypoallergenic linen, powerful showerheads, natural lighting, LED dimmers and antibacterial wipes.
Reuters
[pictured: Crowne Plaza Dallas; courtesy IHG]

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