InterContinental Hotels and Resorts Celebrates 80 Years with 'DOORS UNLOCKED' in Greater China
InterContinental Hotels & Resorts, a flagship brand within IHG Hotels & Resorts' Luxury & Lifestyle portfolio, announced the launch of 'DOORS UNLOCKED' in Greater China to mark its 80th anniversary. The programme offers a series of exclusive, theatre-led cultural experiences in key cities, including Beijing and Shanghai.
What “DOORS UNLOCKED” Is
- A theatre-led cultural programme marking 80 years of InterContinental Hotels & Resorts.
- Exclusive collaborations with premier performing arts institutions in Greater China.
- Offers guests immersive performances, backstage access, and curated hotel stays.
Key Launch Cities
- Beijing: Kick-off event at InterContinental Beijing Sanlitun with immersive theatre by six national arts troupes.
- Shanghai: Collaborations with Shanghai Culture Square.
- Partnerships also include Beijing Tianqiao Performing Arts Center, with more cities to follow.
Brand Philosophy
- Rita Jiang, Chief Commercial & Marketing Officer, Greater China, emphasized that luxury is about connections and memories, not just the quality of a stay.
- The initiative positions InterContinental hotels as “city cultural living rooms,” blending insider expertise with cultural creativity.
Legacy & Growth
- InterContinental Hotels & Resorts has been connecting people and cultures for eight decades.
- Operates 240+ hotels worldwide, with nearly 100 open and pipeline hotels in Greater China.
- Continues to expand with a focus on distinctive luxury experiences.
This campaign is a fascinating example of how a global hotel brand uses cultural partnerships to deepen guest engagement. It’s less about traditional luxury and more about storytelling through local arts.
