IHG launches new wellness hotel brand 'Even'
InterContinental Hotels Group (IHG) has launched Even Hotels in the US - a new brand focused on wellness - with plans to open 100 properties under the brand in five years.
The firm said the launch, bringing the group’s number of hotel brands to eight, is in response to a growing customer demand for ‘healthier travel at a mainstream price’, and provides solutions for travellers’ 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 US $150 million over the next 3 years in order to deliver growth and profitability for Even Hotels.”
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.
It plans to announce the first Even location in quarter two, 2012 and expects the first hotel to open in the first part of 2013.
Research reveals demand
IHG’s research spanning an18-month period included analysis of emerging trends, quantitative and qualitative studies and speaking to more than 4000 customers. According to the group, the research showed a demand shift to a holistic wellness travel experience.
“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 US 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. Americans either want to be healthier or have to be healthier, and leading a healthy, balanced lifestyle is increasingly becoming more important to them,” added Kinsell.
CLICK THROUGH TO NEXT PAGE FOR MORE INFORMATION ABOUT THE UNIQUE FEATURES OF EVEN HOTELS
While wellness means different things to different people, guests want healthier options around four priority areas – exercise, eat, work and rest. Even Hotels reflects this by offering guests a customised 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 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 revitalization and relaxation, including hypoallergenic linens, powerful showerheads, natural lighting, LED dimmers and antibacterial wipes.