IHG Hotels and Resorts Deepens Its Commitment to Young Travellers with Curated, Varied Experiences in Greater China

As travel gains significance among younger generations as a means of self-expression and connection, guest expectations are shifting. With over 230 million Gen Z consumers in Greater China, IHG is ramping up youth-focused initiatives across three key priorities: shared interests, travel value, and destination inspiration. Through partnerships like the King Pro League (KPL), student-exclusive offers, and curated itineraries, IHG is strengthening engagement and fostering long-term loyalty with the next generation of travelers.

Shared Interests – Esports & Lifestyle
- IHG One Rewards x King Pro League (KPL): Expanding partnership during the Summer Season.
- Offers exclusive perks for members, tapping into the booming esports culture.
- Extends brand engagement beyond hotel stays, aligning with Gen Z’s lifestyle.

Travel Value – Student Discounts
- 20% student accommodation discount via the IHG One Rewards WeChat mini-program.
- Applies across Holiday Inn, Holiday Inn Express, EVEN Hotels, Atwell, and Garner.
- Supports diverse occasions: graduation trips, friend getaways, urban escapes.
- Adds value through reward points, concert ticket auctions, and exclusive perks.

Destination Inspiration – Curated Itineraries
- Eight itineraries across major city clusters: Xi’an, Chengdu, Chongqing, Xiamen, Quanzhou, Fuzhou, Beijing, Tianjin, Qingdao, Shanghai, Hangzhou, Nanjing.
- Blends hotel stays with local culture, neighborhood discovery, and destination highlights.
- Designed for milestone trips, social connection, and recharging escapes.

Strategic Takeaway
IHG is positioning itself as more than a hotel chain—it’s becoming a lifestyle brand for Gen Z travellers. By combining esports, discounts, and curated journeys, it’s fostering long-term loyalty and emotional ties with younger guests.