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News & Events
IHG launches EVEN™ Hotels as first mainstream hotel brand focused on wellness
28 February, 2012
IHG launches EVEN™ Hotels as first mainstream hotel brand focused on wellness
New Brand Fills Unmet
Demand for Healthier Travel
ATLANTA(February 28, 2012)– IHG (InterContinental Hotels Group) [LON:
IHG; NYSE: IHG (ADRs)] today announces the launch in the U.S. of EVEN™
Hotels, its new hotel brand. This brand meets the large and growing customer
demand for healthier travel, at a mainstream price. EVEN Hotels is another
industry first for IHG, as it uniquely provides solutions for all aspects of
travelers’ wellness needs in the areas of exercise, food, work and rest. No
other brand can do this, under one roof, at this price point. Joining IHG’s
existing seven hotel brands, EVEN Hotels will be a key pillar in IHG’s
portfolio of preferred brands and in the long term, a key driver in market
share growth in the U.S.
“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 3 years in order to deliver growth and
profitability for EVEN Hotels.”
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 athttp://evenhotels.com
Media contacts:
Natasha Gullett, IHG
natasha.gullett@ihg.com
+1 770 604 5597
Sarah-Ann Soffer, IHG
sarahann.soffer@ihg.com
+1 770 604 2707