IHG Hotels and Resorts has unveiled what it is calling a “holistic evolution” of its InterContinental brand.

The brand revamp will see new ‘Concierge Galleries’ positioned in hotel lobbies, which will “resemble a luxury boutique, bringing together interactive displays, library spaces and informative features, in some cases even art installations or designer pop-ups”.

The idea is for concierge staff to act as “cultural connectors, helping guests embrace and explore cities and local neighbourhoods”, with the space “eschewing the traditional desk in favour of a more interactive worktable allowing for more natural and engaging interactions between the guest and concierge”.

Guests will also get access to the Timeshifter jet lag app, and InterContinental is collaborating with neuroscience-based designer Isabelle Sjovall “to revolutionize guestroom spaces to enhance the restorative process needed for travel fatigue and reimagine other versatile physical spaces so they can seamlessly adapt to evolving needs at different times of the day”.

A new ‘Incredible Occasions’ programme has also been launched to help signpost bookable spaces around hotels, with packages including !amenities and experiences such as beautiful tablescapes, decadent candlelit dinners or private masterclasses which can be offered”.

And similarly InterContinental is launching reimagined ‘Celebration Suites’, which it says are “designed specifically to help guests elevate life’s most special moments, from lavish dinner parties to landmark birthdays”.

The InterContinental portfolio counts more than 200 hotels and resorts, with recent openings including InterContinental Durrat Al Riyadh Resort and Spa in Saudi Arabia, InterContinental Tashkent and InterContinental Ambasciatori Rome.

A further 93 properties are currently in the pipeline, including InterContinental Chantilly – Château Mont Royal.

France’s Château Mont Royal to become InterContinental hotel

Commenting on the news Tom Rowntree, vice president of luxury brands at IHG Hotels and Resorts, said:

“This isn’t a rebrand or repositioning; rather, it’s a comprehensive transformation from start to finish of InterContinental, ensuring we stay at the forefront of crafting a luxury experience for the modern luxury traveler.

“Collaborating with our 215 hotels worldwide, we are committed to delivering precisely what today’s and tomorrow’s guests, owners and colleagues require.

“At its core, this brand evolution revolves around our exceptional team members globally. Alongside a new brand service platform, we’re introducing a fresh brand culture and a range of programmes aimed at attracting and retaining the finest talent in the industry.

“Our colleague brand culture is grounded in InterContinental’s core belief that travel expands the mind. We unite in diversity and wherever you are in the world, you belong at InterContinental.”