InterContinental Hotels & Resorts Renews and Expands, Creating Unforgettable Extraordinary Moments

**Title: InterContinental Hotels & Resorts Unveils Global Brand Renewal Plan** **Date: October [...]

**Title: InterContinental Hotels & Resorts Unveils Global Brand Renewal Plan**

**Date: October 25, 2023**

**Time: 17:22**

**Introduction:**
With digital innovation technology, InterContinental Hotels & Resorts continuously creates a unique luxury travel experience. Recently, the luxury boutique hotel brand under InterContinental Hotels Group announced the launch of a global brand renewal plan, unveiling an exciting new chapter in development.

**Brand Innovation and Experience:**
Over the years, the brand has continuously innovated, bringing lasting and unforgettable precious memories to travelers. The renewal plan includes multi-dimensional and all-round innovations in brand culture, design concept, catering concept, and brand characteristic experiences. It will integrate cutting-edge technology, innovative design, and diverse and excellent team members to reconstruct the luxury travel experience and achieve a harmonious balance between freedom and familiarity.

**Key Elements of the Renewal Plan:**
As a part of the renewal plan, brand characteristic experiences are presented by ‘Expert Experience’, ‘Flexible Transformation’, ‘Extraordinary Moments’, and ‘All-Inclusive’.

**’The Moment When Flowers Bloom’ Series:**
The ‘The Moment When Flowers Bloom’ series of activities launched by InterContinental Hotels & Resorts in Greater China carries good wishes for flowers. Through novel flower digital installation art and themed afternoon tea experiences, it creates unforgettable extraordinary moments at important milestones in guests’ lives.

**Digital Innovation:**
Digital innovation of the ‘The Moment When Flowers Bloom’ series of activities highlights extraordinary moments. InterContinental Hotels & Resorts always cherishes every important celebration moment of guests and has witnessed and created countless unforgettable moments, whether it is an important meeting, a wonderful speech, or an immortal love.

**Experiences at InterContinental Hotels:**
Every experience at an InterContinental hotel is like a surprising adventure and a memorable journey memory. The ‘The Moment When Flowers Bloom’ themed activity is the brand’s consistent sincere and personalized service. The hotel service team combines professional knowledge, perfect facilities, and an upgraded experience full of unlimited creativity.

**Surprises in Life:**
From birthday celebrations to milestone celebrations in life, guests can harvest more surprises in life. The brand’s digital innovation not only enhances guests’ perception and experience but also leads the trend of the times.

**AR Digital Innovation Technology:**
As the first brand under the group to perfectly integrate excellent traditions with AR digital innovation technology, InterContinental Hotels & Resorts has created a multi-dimensional and immersive experience. From themed afternoon tea, digital installation art to extraordinary guest supplies, and then to AR technology room cards, the novel flower decorations created by digital technology combined with hotel experiences.

**Virtual Sea of Flowers:**
Under the intoxicating visual feast, guests can feel the wonder of the virtual sea of flowers surrounded by AR flower shadows and easily record colorful and beautiful moments.

**Celebration Suites:**
In addition, InterContinental Hotels & Resorts will also successively launch celebration suites in many hotels in Greater China. These redesigned creative spaces will accompany every extraordinary moment of guests.

**Digital Installation Art:**
In terms of digital installation art, with the whimsy of digital artist Robbie, the first stop of the activity is themed around the rainbow iris flower named after Iris, the goddess of the rainbow. It symbolizes unbreakable friendship and wonderful gatherings. It also shows the brand’s determination to continuously innovate in the digital field and engraves beautiful and unforgettable memories for travelers in a novel way.

**Themed Afternoon Tea:**
In the colorful virtual sea of flowers, guests can taste themed afternoon tea with English romance as the gene, sublimating the moments of gathering with relatives and friends. Exquisite savory snacks instantly activate the taste buds. Blending seasonal delicacies from mountains and seas into classics, carefully selected ingredients such as Suzhou’s precious hairy crabs, Fujian bamboo shoots, and Yunnan truffles, allowing one to feel the rich flavors from the vast land of China.

**Dessert Experience:**
Meticulously crafted scones similar to those of the British royal family and colorful seasonal fruits create a vibrant dessert experience. Seasonal tea snacks are paired with tea products from BASAO’s exploration of high-quality natural tea gardens around the world, experiencing the exclusive connection of one tea and one food, and enjoying an extraordinary afternoon.

**Seasonal and Festive Changes:**
The afternoon tea set will also change the dishes in due time according to seasons and festivals. With innovation and dedication, it leads gourmets to feel extraordinary beauty.

**Ms. Hu Yingchun’s Statement:**
“InterContinental Hotels & Resorts is a luxury boutique hotel brand that InterContinental Hotels Group is proud of. Since its establishment, it has always maintained innovation to ensure that the brand remains at the forefront of luxury travel experiences.” — Ms. Hu Yingchun, Chief Marketing Officer of InterContinental Hotels Group Greater China.### Global Brand Renewal: Embracing Local Cultures and Extraordinary Moments

**Core Philosophy:**
This global renewal of the brand will take the brand’s global elite team as the core and continue to present unique local cultures and extraordinary moments to global travelers. The goal is to allow travel to broaden people’s horizons and minds, enriching their lives with unforgettable experiences.

**Guest Expectations and Service Evolution:**
We have noticed that our guests are increasingly valuing the capture of precious moments in life. They are willing to invest more to secure superior service and interactive experiences, setting higher expectations for both. This aligns perfectly with the ethos of our brand renewal.

**Creating Unique and Exclusive Memories:**
We believe that the ‘extraordinary moments’ we present will transform every memorable occasion in our guests’ lives into unique and exclusive memories.

—

### ‘At That Moment, When Flowers Bloom’ Event

**Event Highlight:**
At the time of blooming, we celebrate ten years of glory with the first stop of the ‘At That Moment, When Flowers Bloom’ event. This event, featuring rainbow iris flowers, is held at InterContinental Shanghai Ruijin, which boasts a 55,000-square-meter garden green space in the heart of Shanghai.

**Immersive Experience:**
In the tranquil and lush gardens and European-style villa complexes, real and virtual flowers blend harmoniously, offering guests a unique and extraordinary immersive innovation experience.

**Future Activities:**
Looking ahead, the brand will unveil more series of activities under the ‘At That Moment, When Flowers Bloom’ banner, presenting an array of flower digital art and themed suites, enriching the guest experience further.

**Key Attendees:**
From left to right: Mr. David Lim, Vice President of Operations for Luxury and Boutique Hotels of InterContinental Hotels Group Greater China, Ms. Hu Yingchun, Chief Marketing Officer of InterContinental Hotels Group Greater China, and Mr. Kim Powley, General Manager of InterContinental Shanghai Ruijin.

**Tenth Anniversary:**
It is worth noting that this year also marks the tenth anniversary of the opening of InterContinental Shanghai Ruijin. As the first historical classic hotel of the brand in Greater China, each classic villa holds a precious and unforgettable historical memory.

**Historical Significance:**
The red brick walls leading to the secluded garden evoke the resonance and reverie of guests about the life scenes of the successive owners of this vibrant city spot, creating an unforgettable and fascinating moment for travelers from all over the world.

—

### InterContinental Hotels & Resorts in China

**Growth and Expansion:**
Since opening its first hotel in China in 2000, InterContinental Hotels & Resorts has grown to have 56 opened hotels and resorts in the Chinese market, with an additional 31 hotels under construction.

**Diverse Portfolio:**
From historic classic buildings to landmarks in major cities and then to captivating resort hotels, InterContinental Hotels & Resorts establishes a deep connection with destinations for travelers, making more wonderful moments into extraordinary ones.