Pre-Match Rituals, Propped for Perfection: IHG Hotels and Resorts ‘Fancierge’ Joe Marler Takes Rugby Fans Beyond the Game

As fans across Europe, the UK and Ireland eagerly anticipate the return of the Guinness Six Nations, IHG Hotels & Resorts - official hotel partner of the Guinness Six Nations - has launched its first-ever ‘Fancierge’ service.

Concept
- Fancierge Service: A concierge-style program designed for rugby fans attending the Guinness Six Nations.
- Purpose: To extend match weekends into full cultural getaways, offering curated local experiences beyond the stadium.
- Insight: Research shows 88% of fans turn sports trips into weekend escapes, with 72% saying the best memories happen outside the match.

Joe Marler’s Role
- Former England prop Joe Marler is the first-ever Fancierge.
- He personally tested and curated experiences across host cities, including:
- Irish dancing in Dublin
- Singing with a Welsh male choir
- French patisserie workshops in Paris
- Vespa tours in Rome
- Paddleboarding in Cardiff followed by spa sessions
- Welly throwing at Highland Games in Edinburgh

Fan Rituals & Experiences
- Marler’s own matchday rituals include:
- Motorbike rides around the city
- Home baking for calm and focus
- Hotel spa massages
- Yoga sessions for clarity
- Singing in the shower to boost energy

Strategic Impact
- Cultural Immersion: Encourages fans to explore host cities deeply.
- Hospitality Integration: With 20 IHG brands, fans can tailor stays to their style.
- Trend Alignment: Reflects the growing popularity of sport-driven city breaks, with 91% of fans now adding extra nights compared to five years ago.

Leadership Voice
- Karin Sheppard, SVP Europe, IHG Hotels & Resorts:
> “Fans are travelling more than ever to follow the sports they love – and staying longer to soak up the full experience. The Guinness Six Nations is a highlight of the European sporting calendar, and we’re delighted to launch the new IHG ‘Fancierge’ service.”

✨ In short, the Fancierge blends rugby passion with cultural discovery, positioning IHG as more than a hotel partner — it’s a gateway to unforgettable fan journeys.