Luxury Hotel Group adds extra for its guests

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    Intercontinental has launched Secrets of the City, for the luxury InterContinental® brand. Unveiling a new collection of exclusive Insider Experiences, the hotel group has partnered with carefully-selected artisans and experts across food, culture, art and fashion to provide access to the city’s secrets. As 3 star hotels continually upgrade their offering (as detailed in our article Upward March of the Budget Hotels) it has become clear for some time that they need to offer more – either space or luxury or special treatment for their five star guests.InterContinental Hotels & Resorts’ Secrets of the City campaign will be activated through print, online, hotel marketing channels and social media across Europe and USA, launching first in London, Paris and Tel Aviv with three once-in-a-lifetime Insider Experiences. The brand has created a short vignette directed by Marco Gentile and starring London-based model, Dioni Tabbers to capture the essence of its luxury guest experience and giving a glimpse into the world of its exclusive Insider Experiences.

    Tom Rowntree, Vice President for InterContinental Hotels & Resorts, Europe said: “InterContinental Hotels & Resorts has 69 years’ experience in providing personalised experiences to guests, and this is very much at the heart of our new campaign. Through our Insider Experiences we’re able to demonstrate our heritage, local knowledge and partnerships that we’ve built over the years, helping guests to unlock the secrets of our cities. We’re delighted to have launched the first three Insider Experiences in London, Paris and Tel Aviv and we’re looking forward to launching more throughout the year across Europe.”

    Featured in the film are scenes from London’s bespoke Made in Mayfair Insider Experience, created by InterContinental London Park Lane with London Luxury Quarter ̶ keepers of the prestigious 52 streets of Mayfair, Piccadilly and St. James. The experience is tailored around personalisation and explores the centre of ‘Best of British’ craftsmanship, giving guests a behind-the-scenes tour through Mayfair’s rich history of custom goods.

    Alvaro Rey, General Manager of InterContinental London Park Lane, says: “We strive to create unique experiences for our guests and unlock some of the hidden stories of our location. Made in Mayfair Insider Experience is tailored to personal preference and can include a behind-the-scenes tour of Floris, the sole perfumer to Her Majesty The Queen, or a visit to Foster & Son – London’s oldest bespoke shoemaker – where guests can see the original last made for the legendary Clark Gable. The experience is completed with a night in our Royal Suite.”

    Another Experience sees InterContinental David Tel Aviv team up with one of Israel’s most renowned chefs and culinary advisor, Yaron Kestenboum to create a Senses of Tel Aviv Insider Experience that explores the local cuisine, culture, design, and vibe. As part of the experience, guests will enjoy a culinary journey of the best food and wine that the city has to offer and exclusive private access to one of the country’s most eclectic homes in Old Jaffa.

    InterContinental Paris Le Grand has teamed up with Ladurée, the iconic Macaroon makers, to lift the lid on the best kept secrets of this emblematic patisserie. As part of the experience, guests will visit InterContinental Paris Le Grand’s newly renovated, breath-taking Opera Ballroom – the French capital’s most spectacular reception room which has hosted the city’s most prestigious events for over 150 years and is now a National Heritage Site.

    Daniel Fountain / 01.03.2015

    Editor, Hotel Designs


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