As travel gains significance among younger generations as a means of self-expression and connection, guest expectations are shifting. With over 230 million Gen Z consumers in Greater China, IHG is ramping up youth-focused initiatives across three key priorities: shared interests, travel value, and destination inspiration. Through partnerships like the King Pro League (KPL), student-exclusive offers, and curated itineraries, IHG is strengthening engagement and fostering long-term loyalty with the next generation of travelers.

Turning Shared Interests into Meaningful Engagement

IHG One Rewards is expanding its KPL partnership to tap into Greater China’s esports scene, offering exclusive perks during the Summer Season. The move aligns with youth culture, extends membership value beyond stays, lowers travel barriers, and strengthens guest loyalty, while injecting fresh energy into IHG’s brand portfolio.

Creating Value Across Every Stay

To support diverse travel occasions—from graduation trips and friend getaways to urban escapes — IHG is offering a 20% student accommodation discount via the IHG One Rewards WeChat mini-program, available across Holiday Inn Hotels & Resorts, Holiday Inn Express Hotels, EVEN Hotels, Atwell Hotels and Garner Hotels. The portfolio caters to diverse youth lifestyles, from social and wellness-focused to efficient and personalized stays. Guests also earn points, redeem reward nights, and access exclusive perks like concert ticket auctions. Through these touchpoints, IHG aims to build brand affinity and deepen membership loyalty among younger travelers.

Inspiring Smarter Travel Planning

Summer travel among younger generations is diversifying, driven by graduation trips, friend getaways, and career-break escapes—with social connection, milestone moments, and recharging as key motivators. In response, IHG has curated eight travel itineraries across major city clusters, including Xi’an, Chengdu, Chongqing, Xiamen, Quanzhou, Fuzhou, Beijing, Tianjin, Qingdao, Shanghai, Hangzhou, and Nanjing. Blending hotel stays with local culture, neighborhood discovery, and destination highlights, the itineraries deliver practical, experience-rich inspiration for more efficient and enjoyable summer travel.

From esports partnerships and student discounts to curated itineraries, IHG is addressing what younger travelers value most—affordability, trip planning, shared interests, and quality stays. In today’s hospitality landscape, building brand affinity goes beyond a single stay; it requires connecting with guests across life stages and travel occasions, fostering lasting emotional ties. Looking ahead, IHG will continue leveraging its diverse brand portfolio, IHG One Rewards, and extensive destination network to deliver more flexible, rewarding, and quality-driven offerings for the next generation.