InterContinental Hotels and Resorts Unveils Brand Evolution, Creating Incredible Occasions for Guests

Shanghai, October 18, 2023 - InterContinental Hotels and Resorts, the esteemed luxury brand of IHG Hotels & Resorts, has announced the launch of a distinctive global evolution plan, marking an exciting new chapter in the brand’s development. InterContinental has consistently innovated over the years to provide travellers with enduring and unforgettable memories, and the newly released plan encompasses a multi-dimensional evolution of brand culture, design concepts, dining experiences, and brand differentiators. It integrates cutting-edge technology, innovative design, and the exceptional talents of team members to redefine the luxury travel experience, striking a harmonious balance of freedom and familiarity.

The evolution further focuses brand differentiator of “Incredible Occasions” in Greater China, InterContinental is introducing the "Blossoming Moments" series of events to inspire travellers through novel digital floral installations and themed afternoon teas, creating unforgettable and extraordinary moments during significant milestones in guests' lives.

Digital Innovation: Illuminating Exceptional Moments

InterContinental Hotels and Resorts has always cherished every important celebration of its guests and endeavoured to enrich their experiences continuously. It has witnessed innumerable extraordinary moments, whether it be crucial meetings, inspiring speeches, or enduring love stories. The introduction of the 'Blossoming Moments' series of events is designed to further assist guests in creating unforgettable occasions. These events seamlessly blend the brand's heartfelt and personalized service with the expertise of the hotel's professional team, flawless facilities, and a wealth of creative experiences, catering to a wide range of life celebrations.

The digital evolution of brands is reshaping guest experiences and setting new industry trends. InterContinental Hotels & Resorts stands out by seamlessly blending time-honored traditions with cutting-edge AR technology. Guests are treated to a rich tapestry of experiences, from themed afternoon teas and digital art installations to innovative guest services and AR tech-enhanced room keys. This fusion of digital artistry offers guests a chance to immerse in a virtual floral wonder, making every moment uniquely memorable. Moreover, InterContinental is set to unveil Celebration Suites across its Greater China locations, offering spaces thoughtfully redesigned to elevate those special occasions for every guest.

This themed events seamlessly combine the brand's rich legacy with cutting-edge innovation, setting the tone for the digital age. It crafts a holistic immersive experience – from themed afternoon teas to digital art displays and tailored guest amenities, all ensuring memorable experiences for global travellers. InterContinental Hotels and Resorts is also set to unveil “Celebration Suites” across its establishments in the Greater China region, with creatively designed spaces accompanying every guest for their treasured moments.

With the imaginative talent of digital artist Luobi, InterContinental is introducing digital art installations themed around the rainbow iris flower – symbolizing unbreakable friendships and gorgeous reunions. The installations highlight the brand's dedication to constant digital evolution, which enhances guest experiences in memorable ways.

Amidst a vibrant virtual sea of flowers, guests can savour a themed afternoon tea rooted evoking English romance, enhancing moments with family and friends. Exquisite savoury treats instantly awaken the taste buds, featuring rich seasonal delicacies from around China, such as Suzhou hairy crab, Fujian bamboo shoots, Yunnan truffles, and more. Craftsmanship of the highest calibre reproduces the same scones as those relished by the British royal family, along with seasonal and vibrant fruits to create a delightful dessert experience. Tea selections from BASAO offer a novel connection between food and beverage, creating an extraordinary afternoon for visitors. The afternoon tea menu will alter seasonally and for special occasions, leading gourmands through to the extraordinary beauty of every moment through a journey of the heart.

In Bloom: A Decade of Radiance

The inaugural "Blossoming Moments" event – cantered around the rainbow iris flower and spanning 55,000 square meters of garden space – was held in the heart of Shanghai at Intercontinental Shanghai Ruijin. Amidst the lush gardens and European-style villa buildings, real and virtual flowers mingled to create a uniquely immersive atmosphere. In the future, the brand will introduce more "Blossoming Moments" events for guests, with further rich art and themed suite experiences.

This year represents the tenth anniversary of the Intercontinental Shanghai Ruijin, the first historic hotel of the brand in Greater China. Each villa at the hotel contains precious historical memories. The red brick walls leading to the secluded garden evoke memories of times long past, connecting guests to the lives of the buildings’ former proprietors and creating an enchanting and unforgettable experience for travellers from around the world.

Since opening its first hotel in China in 2000, Intercontinental Hotels and Resorts has expanded its presence in the Chinese market, with 56 hotels and resorts in operation and 31 under construction. From historic buildings to iconic landmarks in major cities and enthralling resort properties, the brand fosters deep connections between travellers and their destinations, thereby producing more extraordinary moments.