InterContinental to launch new brand

InterContinental Hotels Group has launched a new hotel brand Even Hotels, a brand that IHG claims provides solutions for all aspects of travelers’ wellness needs in the areas of exercise, food, work and rest.

“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,” said Richard Solomons, Chief Executive Officer, IHG.

“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.”

Over a span of 18 months, IHG closely analysed emerging trends, conducted robust quantitative and qualitative studies, and talked to over 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. The Even brand concept is deeply rooted in what these guests need, and provides a solution for healthier-minded travelers.

“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 Kirk Kinsell, President, the Americas, IHG. “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.”

Americans either want to be healthier or have to be healthier, and leading a healthy, balanced lifestyle is increasingly becoming more important to them. The brand specifically responds to extensive customer research that tells us that guests are frustrated from staying in hotels that do not meet their entire lifestyle and wellness needs. There are millions of healthier-minded travelers who find it hard to stay active and eat right, and often “fall off the wagon” when they travel.

While wellness means different things to different people, guests want healthier options around 4 priority areas – exercise, eat, work and rest. Unique features of Even Hotels will include:

•  Exercise: Guest rooms designed for in-room workouts with multi-functional room amenities (e.g. coat rack that doubles as a pull up bar); best in class gym with equipment and group exercise activities; “Wellness Wall” for fitness options in walking distance, tips and equipment rental; personalised guest service to offer advice on fitness options, ideas and/or instruction; all baked into the service experience, at no added cost to the guest.
• Eat: Nutritionally designed menus with a particular focus on natural, fresh, fit and energising meals – available anytime; an open air café and bar; free flavored filtered water with glass bottles available to fill up and take back to the room; free coffee & mini-smoothies in the morning.
• Work: Rooms with high speed Wi-Fi, multimedia ports, easy access to outlets, ample desk space; and social spaces in the bar and lobby.
• Rest: Rooms offer revitalisation and relaxation, including hypoallergenic linens, powerful showerheads, natural lighting, LED dimmers and antibacterial wipes.

The operating model for Even Hotels will be similar to limited service hotels, and growth will be driven by new builds and conversions, with conversions providing the most immediate development opportunities.

IHG intends to own and manage the first several Even Hotels in key markets where the brand’s guests travel and live, then look to strong existing owner relationships to accelerate growth through IHG’s franchise model.

The company plans to announce the first Even location in Q2 2012 and expects the first hotel to open in the first part of 2013.