Holiday Inn Express partners with Bai Ke to target young travellers

International

Collaboration with Chinese actor and upcoming comedy film highlights the brand’s “Recharge & Restart” positioning

Holiday Inn Express, IHG Hotels & Resorts’ fastest-growing Essentials brand, is strengthening its appeal among younger travellers in Greater China through a new marketing partnership. The hotel brand has appointed popular Chinese actor Bai Ke as its brand ambassador and is collaborating with the upcoming comedy film MAKE ZHONGHE GREAT AGAIN to reinforce its “Recharge & Restart” brand promise.

The campaign is designed to connect with a new generation of travellers who value efficient, comfortable stays that allow them to recharge while balancing increasingly busy personal and professional lives. By combining hospitality with entertainment, Holiday Inn Express aims to make its brand message more relevant and relatable for its target audience.

Entertainment meets everyday travel

Bai Ke is widely known in China for portraying approachable, down-to-earth professionals. His latest film, MAKE ZHONGHE GREAT AGAIN, takes a humorous look at the challenges of modern working life and has already attracted considerable attention ahead of its release.

According to Holiday Inn Express, the film’s themes closely reflect the brand’s positioning by highlighting the importance of finding moments to recharge while maintaining productivity. The collaboration provides a storytelling platform that speaks directly to young urban travellers and their daily experiences.

“Today’s traveller is not just moving between cities; they are looking for stays that help them recharge, reset and continue their journeys with confidence. At Holiday Inn Express, we continue to evolve our guest experience around these changing needs, creating energizing and seamless stays,” said Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China.

“We are excited to welcome Bai Ke as our brand ambassador and collaborate with MAKE ZHONGHE GREAT AGAIN. Bai Ke’s relatable screen presence and the film’s everyday humour allow us to talk about that need in a way that feels authentic, not transactional.”

Focus on comfort, convenience and productivity

Holiday Inn Express continues to develop its guest experience around the expectations of younger travellers. The brand combines comfortable accommodation with complimentary breakfast, practical workspaces and technology designed to make travel more efficient while supporting both relaxation and productivity.

In addition to enhancing the guest experience, the brand is increasingly using creative partnerships and storytelling initiatives to build stronger connections with its audience.

Holiday Inn Express currently operates more than 400 hotels across Greater China. Supported by IHG’s global expertise and local market knowledge, the brand plans to continue expanding its presence while further developing products and services tailored to the evolving needs of today's travellers.