Brandchannel had an interesting article about InterContinental Hotel Group and the launch of its EVEN Hotels that will focus on four priority areas: Exercise, Eat, Work, and Rest.
The marketing speak got the better of IHG - the goal to offer guests "a customised approach to holistic wellness." Ahhhh
EVEN locations will have guest rooms designed for in-room workouts (not sure about that) ); best-in-class gyms and group exercise activities (sounds good); nutritionally designed menus with a focus on natural, fresh, fit and energising meals, available anytime; free flavoured filtered water and free mini-smoothies in the morning (very good); and other amenities such as hypoallergenic linens, powerful showerheads, and natural lighting (excellent).
OK, IHG you have just won yourself a customer. Methinks I might not be alone. It will be interesting to see what the age profile of customers is and even more interesting what IHG thinks it will be. Dick Stroud
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