IHG Expands Youth-Focused Travel Experiences Across Greater China

International

New esports partnerships, student discounts and curated itineraries strengthen the hotel group's appeal to the next generation of travellers

IHG Hotels & Resorts is expanding its commitment to younger travellers across Greater China as travel increasingly becomes a form of self-expression and social connection for Generation Z. With more than 230 million Gen Z consumers in the region, the company is investing in initiatives that combine shared interests, travel value and destination inspiration. Through esports partnerships, exclusive student offers and carefully curated travel itineraries, IHG aims to build stronger engagement and long-term loyalty among the next generation of guests.

Esports partnership strengthens guest engagement

A key element of the strategy is the expanded partnership between IHG One Rewards and the King Pro League (KPL), one of China's leading esports competitions. During the KPL Summer Season, members can enjoy exclusive benefits designed to extend the value of the loyalty programme beyond hotel stays.

By connecting with one of the country's most popular youth communities, IHG seeks to reduce barriers to travel, enhance the membership experience and strengthen guest loyalty while bringing fresh momentum to its brand portfolio.

Student offers add value to every journey

To support a wide range of travel occasions, including graduation trips, getaways with friends and short urban escapes, IHG is introducing a 20 percent accommodation discount for students. The offer is available through the IHG One Rewards WeChat mini-program across Holiday Inn Hotels & Resorts, Holiday Inn Express Hotels, EVEN Hotels, Atwell Hotels and Garner Hotels.

Guests can also earn loyalty points, redeem reward nights and enjoy exclusive member benefits such as concert ticket auctions. Together with a diverse portfolio of hotel brands, these offers are designed to meet different travel styles, from social and wellness-focused stays to efficient and personalised experiences.

Curated itineraries inspire smarter travel

As summer travel continues to diversify, IHG has developed eight curated itineraries covering major city clusters including Xi'an, Chengdu, Chongqing, Xiamen, Quanzhou, Fuzhou, Beijing, Tianjin, Qingdao, Shanghai, Hangzhou and Nanjing.

The itineraries combine hotel stays with local culture, neighbourhood discoveries and destination highlights, providing practical inspiration for travellers seeking richer and more rewarding experiences while making trip planning easier.

Building long-term loyalty beyond the hotel stay

From esports partnerships and student discounts to destination-focused travel inspiration, IHG is responding to what matters most to younger travellers: affordability, seamless trip planning, shared interests and quality accommodation.

Looking ahead, the company plans to continue leveraging its broad brand portfolio, the IHG One Rewards programme and its extensive destination network to offer increasingly flexible, rewarding and experience-driven travel options for the next generation of guests.