IHG Repositions Regent Brand to Appeal to the New Luxury Traveler

by Jessica Montevago
IHG Repositions Regent Brand to Appeal to the New Luxury Traveler

Regent Porto Montenegro. Photo: IHG

InterContinental Hotels Group (IHG) has shared its new positioning and brand identity for Regent Hotels & Resorts, four months after it closed a deal to acquire a 51 percent stake in the luxury hotel chain.

IHG also announced the signing of a Regent property in Kuala Lumpur, the first addition to the portfolio since the acquisition.

Regent’s brand evolution includes new hallmarks and design philosophy, as well as a newly created service style and visual identity. IHG said it used consumer research and feedback from owners and industry experts to reposition the brand to appeal to the modern luxury traveler.

IHG will focus on delivering these three promises for Regent properties:

  • Majestically intimate – experiences designed for the individual where they can discover crafted personal havens, and escape and indulge.
  • On their terms – guests to stay on their terms using a combination of attentive service and frictionless technology to create a stay that feels effortless.
  • Inspiring discoveries – enabling guests to discover and experience the best of local culture, new tastes, delights and ideas.

“We are already one of the world leaders in luxury with our InterContinental Hotels & Resorts brand, and alongside Regent and Kimpton, we have significant potential to expand our global footprint in the fast-growing luxury segment,” said Keith Barr, chief executive of IHG, as the company continues its goal of expanding its footprint in the fast-growing $60 billion luxury segment.

IHG said it plans to increase the Regent portfolio from six hotels today to more than 40 hotels in “global gateway cities and iconic resort locations.” The growth kicks off with the Regent Kuala Lumpur, which will be situated next to the Tun Razak Exchange project, which is set to become the next financial district of Kuala Lumpur and an extension to the city’s golden triangle known for its commercial, shopping and entertainment options.

In addition, plans are already underway to rebrand the InterContinental Hong Kong, which first opened its doors in 1980, to become a Regent hotel in 2021.

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