New Hotel Brand Fills Demand for Healthier Travel

| March 07, 2012

IHG (InterContinental Hotels Group) has announced the U.S. launch 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 provides solutions for all aspects of travelers’ wellness needs in the areas of exercise, food, work, and rest. Joining IHG’s existing seven hotel brands, EVEN Hotels will be a key driver in market share growth in the U.S.

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.
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.

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