InterContinental Hotels Group has announced the launch in the United States of EVEN Hotels, its new healthy travel brand.
This brand is designed to meet the large and growing customer demand for healthier travel, at a mainstream price.
EVEN Hotels is another industry first for IHG, as it provides solutions for all aspects of travellers’ wellness needs in the areas of exercise, food, work and rest.
No other brand can do this, under one roof, at this price point, claims IHG.
Joining an existing portfolio 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 three years in order to deliver growth and profitability for EVEN Hotels.”
Over a span of 18 months, IHG 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 travellers.
While wellness means different things to different people, guests want healthier options around four priority areas – exercise, eat, work and rest – argues IHG.
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; personalised 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 flavoured 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 revitalisation 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 the second quarter of 2012 and expects the first hotel to open in the first part of 2013.
Find out more here.