IHG Hotels & Resorts is focusing on the importance of the guest experience and being our authentic selves. The brand’s most recent international marketing initiative, Guest How You Guest, which debuted this week, celebrates hotels and taking a break from doing it all.
IHG firmly believes that when people are cared for, they are free to be who they are and live their best lives. The business is messaging this clearly through the campaign, using vivid imagery and engaging stories.
IHG, one of the world’s largest hotel corporations, has been actively extending its brands and diversifying its portfolio over the past several years.
This year, the business opened more than 6,000 hotels worldwide, introduced IHG One Rewards, a more robust and reinvented loyalty programme, and unveiled a sophisticated new mobile app that lets customers experience it all.
It’s time to put that progress to use and continue to deliver on IHG’s core competency of making guests feel valued and at ease.
The multimillion-dollar campaign, launched on August 3, 2022, in the US and the UK and globally later, amplifies real-life travel situations and demonstrates how guests can design their journey at IHG hotels.
The heartfelt service IHG hotels offer is enjoyed by everyone who stays there. From sports fans supporting their team at a Holiday Inn Express, business travelers taking calls by the pool at a Kimpton Hotels & Restaurants property, to couples celebrating with room service at an InterContinental Hotels & Resorts property. All are welcome, but it also means that all are welcome to be taken care of.
Claire Bennett, Global Chief Customer Officer for IHG, said: “When you look around, it’s hard not to notice that travelers are increasingly left to fend for themselves, and that’s simply not what being a guest should feel like. We have a mantra we say at IHG – we’re real people taking care of real people, and Guest How You Guest embodies that. The images and content are engaging and beautiful, but they are also authentic and send a message that you don’t always have to do everything. We’re here to take care of all of you.”
The program, supported by the most extensive advertising campaign investment IHG has undertaken for loyalty, presents a humorous view of a personalized stay at an IHG hotel.
It encourages us to go on adventures, indulge, and travel. Images and videos will appear online, in television commercials, billboards, magazines, murals and subway stations. It is intended to connect with current IHG One Rewards members while inspiring the next generation of travelers.
Armando Flores, Executive Creative Director, Grey New York, said: “When you are a guest at IHG Hotels & Resorts, you are not just staying somewhere, you’re actually being looked after and able to guest in whatever way that works for you – and that’s the story we are telling with this campaign. We turned to New York photographer Meredith Jenks, known for her bold, vibrant photography from the fashion and editorial world. The vivid imagery along with an aesthetic that embraces the messy moments make Guest How You Guest stand out.”
Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/8990151-ihg-hotels-resorts-guest-how-you-guest/
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