IHG is passionate in its belief that when people are taken care of, they feel free to be themselves and live their best lives, according to the company. With “Guest How You Guest,” it is sharing that message through vibrant images and fresh storytelling.
Officially launching in the U.S. and U.K. today, and globally later this year, the multimillion-dollar campaign amplifies true-to-life travel moments and shows how guests can define their own journey at IHG hotels—whether it’s sports fans staying at a Holiday Inn Express to support their team on the road, a Kimpton Hotels & Restaurants guest taking their work calls poolside or a couple celebrating with all the room service at an InterContinental Hotels & Resorts property.
“When you look around, it’s hard not to notice that travelers are increasingly left to fend for themselves, and that’s simply not what being a guest should feel like,” said Claire Bennett, global chief customer officer, IHG. “We have a mantra we say at IHG: We’re real people taking care of real people and ‘Guest How You Guest’ embodies that. The images and content are engaging and beautiful, but they are also authentic and send a message that you don’t always have to do everything. We’re here to take care of all of you.”
Backed by the most extensive media campaign investment IHG has ever made for loyalty, according to the company, “Guest How You Guest” reflects a playful perspective of a personalized stay at an IHG hotel. It evokes a desire to travel, explore and indulge. The images and videos will appear online, and in television ads, magazines, billboards, murals and even subway stations.
“When you are a guest at IHG Hotels & Resorts, you are not just staying somewhere, you’re actually being looked after and able to guest in whatever way that works for you—and that’s the story we are telling with this campaign,” said Armando Flores, executive creative director, Grey New York, who worked on the campaign. “We turned to New York photographer Meredith Jenks, known for her bold, vibrant photography from the fashion and editorial world. The vivid imagery along with an aesthetic that embraces the messy moments make ‘Guest How You Guest’ stand out.”
