InterContinental marks 80 years with cultural programme in China - Get updated on what's happening in tourism!

InterContinental Hotels & Resorts is marking its 80th anniversary with a new cultural programme in Greater China. Called DOORS UNLOCKED, the initiative combines stays at selected InterContinental hotels with performing arts experiences designed to give guests greater access to the cultural life of their destination.

The programme is being developed with performing arts institutions in Greater China and will initially focus on Beijing and Shanghai. Selected productions will be combined with curated hotel stays, special guest privileges and, in some cases, access behind the scenes.

Theatre becomes part of the hotel experience

DOORS UNLOCKED reflects an effort by InterContinental to extend the luxury hotel experience beyond accommodation and traditional hospitality services. By linking hotels with theatres and cultural institutions, the brand aims to offer visitors a different perspective on the cities in which they are staying.

“For 80 years, InterContinental has been helping guests see the world from new perspectives,” says Rita Jiang, Chief Commercial & Marketing Officer, Greater China, IHG Hotels & Resorts.

“We believe luxury is defined not just by the quality of a stay, but by the connections and memories a journey creates. DOORS UNLOCKED builds on this belief by combining our insider expertise with the creativity of leading cultural institutions, offering a more engaging way to experience each city through its stories and stages.”

Beijing and Shanghai lead the launch

The programme starts in August with experiences in Beijing and Shanghai. InterContinental is working with institutions including the Beijing Tianqiao Performing Arts Center and Shanghai Culture Square. Further collaborations are due to follow in phases.

A preview of the concept formed part of the brand’s anniversary celebration at InterContinental Beijing Sanlitun on 5 August. Artists representing six national performing arts troupes presented an immersive theatre performance, while five “InterContinental Insiders” joined industry representatives for a roundtable discussion.

The event illustrated the role InterContinental wants its properties to play as points of connection between international visitors and local cultural life.

From the stage to the destination

Rather than treating a theatre performance as a standalone addition to a city break, DOORS UNLOCKED is designed to connect the cultural programme with the hotel stay itself.

Depending on the participating property and production, guests will be offered selected performances, tailored hotel benefits and cultural experiences intended to provide greater insight into the destination. Backstage access will form part of some of the experiences.

The concept builds on four elements that InterContinental identifies as central to its current brand positioning: Insider Expertise, Intentional Flexibility, Incredible Occasions and Inclusive for Everybody.

More than 240 InterContinental hotels worldwide

The initiative comes as InterContinental celebrates eight decades since the brand was established. Over that period, it has developed into one of the world's largest international luxury hotel brands.

InterContinental Hotels & Resorts currently operates more than 240 hotels worldwide. Greater China represents an important part of its expansion, with nearly 100 hotels either operating or in the development pipeline across the region.

The anniversary programme also signals how the brand intends to develop its luxury proposition in China: not solely through hotels and their facilities, but increasingly by connecting stays with the arts, local culture and destination-specific experiences.

Image Credit: © IHG