IHG Hotels and Resorts Unveils Emily Scarratt as its ‘Fancierge’ for the Guinness Women's Six Nations

IHG Hotels & Resorts has unveiled rugby icon Emily Scarratt as its “Fancierge”, curating cultural experiences for travelling fans during the Guinness Women’s Six Nations. The initiative reflects the growing popularity of women’s rugby and the trend of fans turning match weekends into immersive city breaks.

“Fancierge” with Emily Scarratt
Date: 1 April 2026
Partner: Official hotel partner of the Guinness Women’s Six Nations

Key Insights from IHG Research:
- 57% of sports fans say women’s rugby rivals men’s in entertainment value.
- 88% extend match days into weekend trips, with 72% noting their best memories happen beyond the stadium.
- 91% are more likely to add an extra night to sports trips now compared to five years ago.

Fancierge Experiences:
- Complimentary, bookable cultural activities in host cities.
- Curated by Emily Scarratt and fellow rugby legend Joe Marler.
- Examples include mastering Irish dancing, exploring local food, and crafting French patisserie.

Leadership Voices:
- Emily Scarratt: “Fancierge experiences are about celebrating the entire match weekend and exploring host city cultures.”
- Joe Marler: “Travelling to matches provides unforgettable in-stadium drama and the chance to discover new cities.”
- Karin Sheppard, SVP & MD, Europe, IHG Hotels & Resorts: “We’re delighted to help supporters make the most of their travels through our Fancierge service.”

Fan Access:
Supporters can book curated experiences at ihgfancierge.com throughout the tournament.

This initiative positions IHG as a cultural connector for sports tourism, blending match-day excitement with local discovery.