ACCOMMODATING THE WELLNESS TREND
A new hospitality concept has arrived in Australia.
A focus on wellbeing is giving one hotel chain an edge in Australia and New Zealand, where it is rolling out a concept fresh from the US.
Anew hospitality concept has arrived in Australia that fits right into the trend for wellbeing, and there could be opportunities for franchising. Inside Franchise Business speaks with the Australasia head of development for the InterContinental Hotels Group (IHG) Matthew Tripolone...
WHY IS THE WELLNESS MARKET IMPORTANT TO HOSPITALITY?
According to the Global Wellness Institute, the wellness industry is a $3.7 trillion sector, with wellness tourism contributing $536 billion of the total value. Seeing this overwhelming opportunity area, and after more than 24 months of consumer insights research, IHG launched Even Hotels in 2012.
Citing IHG’s track record of delivering hotel industry firsts, our CEO Richard Solomons says we’re doing it again by staking our claim in the wellness space within the affordable lifestyle category. This brand is yet another example of how we are constantly innovating to meet the changing needs of consumers.
In our 2017 Trends Report, IHG challenges brands to address the paradoxes driving the decisions of today’s uncompromising customers. The report argues that a brand cannot be a single idea, but a complex, multi-dimensional approach that includes differentiating features, functional, emotional and social benefits as well as a distinctive brand character.
F rom w ellness-savvy s taff t o g uest-room fitness zones with in-room trainers and fitness equipment, and an Athletic Studio in each property, Even Hotels aims to help guests stay physically active in their own way throughout their stay.
T he b rand m eets e ach g uest’s n eeds f or personalisation while staying true to its overall “wellness promise”: “Eat well, rest easy and accomplish more”.
HOW IS THE WELLNESS MODEL
BEING ROLLED OUT?
In partnership with Pro-invest Group we will develop a portfolio of Even Hotels across key Australian and New Zealand capital cities and economic hubs. This is the first portfolio for the brand to be developed outside the US, where we have six Even Hotels with a further six in development.
We are working closely with our partners at Pro-invest to secure ideal locations for these properties – likely to be in capital cities along the eastern seaboard of Australia initially, and within key business and tourism hot spots across both countries.
Beyond the physical property, the brand supports the needs of travellers through a wellness travel site written by an editorial team of health and wellness leaders, lifestyle experts and seasoned travellers.
WHAT OPPORTUNITIES WILL THERE
BE FOR FRANCHISEES?
IHG has established a strong hotel franchising model to provide owners and investors in Australia, such as Pro-invest, with a reliable and profitable alternative to our equally successful management model.
We are open to franchising our brands in strategically important locations - with the right partner.
WHAT EMPHASIS WILL THIS WELLNESS FOCUS HAVE ON THE BROADER IHG
EXPANSION PLAN?
Even Hotels’ arrival in Australia was significant for us. As well as focussing on strategic expansion of our core brands of InterContinental, Crowne Plaza, Holiday Inn and Holiday Inn Express, the boutique and lifestyle hotel segment presents huge opportunities for us.
We have also signed Australia’s first Hotel Indigo, a boutique brand. We are seeing increasing consumer demand for more personalised travel experiences and are responding to this with the arrival of these new brands.