New York – InterContinental Hotels Group held a series of events in the “3D Connected Traveller Series,” following the 2014 NYU International Hospitality Industry Investment Conference.
Hotel Management was on location at Bouley Botanical in TriBeCa to attend the U.S. event that was designed to bring to life the themes of IHG’s latest trends report, “Creating ‘Moments of Trust’: The key to building successful brand relationships in the Kinship Economy.”
IHG’s 2014 trends report shows that hotel brands that are able to become truly “3D”—by delivering localized and personalized experiences through global brands—will build the trust that is needed to sustain lasting relationships with guests and outperform in the future. Research also showed that through personal technologies that support a guest experience, which reflects individual preferences, global brands can make it possible for guests to bring more of home with them when they travel.
Enter the Even Hotels brand, IHG’s newest brand created with wellness at its core, and designed to meet the large and growing demand for wellness and keeping fit while on the road for business or vacation.
The panel-style event brought together wellness expert David Kirsch; personal technology expert Becky Worley; work and travel expert Stowe Boyd; Editor-in-Chief of Women’s Health magazine, Michele Promaulayko, as well as Jim Anhut, SVP, Americas Design & Quality, IHG.
Panelists touched on issues such as the evolving need of today’s business traveler; how hotel brands can help guests achieve a balanced approach to wellness; and the innovations in personal technology that are giving people more control over their health and wellness.
“When I’m preparing for a vacation, I have to make room in my suitcase for everything I need to stay on track physically,” said Promaulayko. “It takes a ton of advance planning. A brand like Even is a long overdue trend to help take much of the pre-thought out of the process.”
“The brand is making it almost impossible for you to fail your goals,” Kirsch added. “They take away the excuses. They give you the healthy options and they force you to be proactive.”
IHG’s 2014 trends report surveyed more than 7,000 international travelers and showed that 21st-century consumers want reliability, safety and authority of global brands, but with the reflection of their local and regional values. U.S. travelers expect global brands to deliver a high degree of innovative features and services. For example, Even Hotels gives guests the option of a “standing desk.” Fitness-conscious adults do not want to have to sit down when working.
“Sitting is the new smoking,” said Boyd. His number one requirement when staying at a hotel is to have the option of a standing desk. Even has him covered.
Other brand pillars include “Keep Active”—guests are equipped with wellness trends and tools to allow them to stick to their routines; “Rest Easy”—a premium sleep system with mattress and all-natural fiber bedding, along with color-changing LED lighting to enhance any mood, and all-natural EO amenities products; “Eat Well”—offering organic food and customizable, made-to-order menu items; and “Accomplish More,” with free Wi-Fi inside the hotel, hardwired ports in guestrooms and common spaces, and complimentary shuttle services.
The Even concept was unveiled in Febraury 2012, and the brand opened its first property in Norwalk, Conn., June 19. A second Evenwill open in Rockville, Md., while three more will debut in New York City late next year.