IHG launches EVEN™ Hotels as first mainstream hotel brand focused on wellness
New Brand Fills Unmet Demand for Healthier Travel
Over a span of 18 months, IHG closely analyzed 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 17 million healthier-minded travelers who find it hard to stay active and eat right, and often "fall off the wagon" when they travel. The EVEN brand solves this inherent problem and enables "travel life balance" for these travelers.EVEN Hotels will ensure guests have the services and experiences they need to gain more control and feel good about their travel experience.
While wellness means different things to different people, guests want healthier options around 4 priority areas – exercise, eat, work and rest. EVEN Hotels reflects this by offering guests a customized approach to holistic wellness, and enables them to make better lifestyle decisions when they travel. 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; personalized 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 energizing 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 revitalization and relaxation, including hypoallergenic linens, powerful showerheads, natural lighting, LED dimmers and antibacterial wipes.
EVEN Hotels will allow IHG's owners to diversify their brand offerings, all while giving guests more options to choose from within the IHG brand portfolio. 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. IHG plans to announce the first EVEN location in Q2 2012 and expects the first hotel to open in the first part of 2013.
To learn more about EVEN Hotels, please visit our brand website at www.EVENHotels.com.
IHG franchises, leases, manages or owns more than 4,900 hotels and 724,000 guest rooms in nearly 100 countries, with almost 1,300 hotels in its development pipeline. IHG also manages IHG® Rewards Club, the world"s first and largest hotel loyalty programme with more than 88 million members worldwide.
InterContinental Hotels Group PLC is the Group"s holding company and is incorporated in Great Britain and registered in England and Wales. More than 350,000 people work across IHG"s hotels and corporate offices globally.
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