Travel is becoming an increasingly important form of self expression and connection for younger generations, and hospitality brands are adapting accordingly. With more than 230 million Gen Z consumers across Greater China, IHG Hotels & Resorts is expanding its youth focused strategy around three central pillars: shared interests, travel value, and destination inspiration.
IHG links loyalty program to esports
IHG One Rewards is deepening its partnership with the King Pro League (KPL), tapping into one of Greater China’s most influential esports scenes. The collaboration will offer exclusive member perks during the Summer Season, reflecting IHG’s effort to align with youth culture while extending the value of loyalty membership beyond the traditional hotel stay. The initiative is designed to lower barriers to travel, strengthen guest loyalty, and bring fresh energy to the brand’s overall portfolio.
Student discounts span five hotel brands
To support the many reasons young travellers hit the road, from graduation trips and friend getaways to short urban escapes, IHG is introducing a 20 percent student accommodation discount through the IHG One Rewards WeChat mini program. The offer spans several brands within the portfolio, including Holiday Inn Hotels & Resorts, Holiday Inn Express Hotels, EVEN Hotels, Atwell Hotels, and Garner Hotels.
Each brand is positioned to serve a different lifestyle need, from social and wellness oriented stays to efficient, personalised accommodation. Guests booking through the program also earn points, redeem reward nights, and gain access to exclusive perks, including auctions for concert tickets, reinforcing the connection between everyday travel and broader cultural interests.
Eight itineraries guide summer travel planning
Summer travel habits among younger generations are diversifying, shaped by graduation milestones, trips with friends, and career break getaways. Motivations increasingly centre on social connection, meaningful milestones, and personal recharge.
In response, IHG has curated eight travel itineraries spanning major city clusters, including Xi’an, Chengdu, Chongqing, Xiamen, Quanzhou, Fuzhou, Beijing, Tianjin, Qingdao, Shanghai, Hangzhou, and Nanjing. Each itinerary blends hotel stays with local culture, neighbourhood discovery, and destination highlights, offering practical and experience rich inspiration for travellers looking to plan more efficient and rewarding summer journeys.
A long term approach to loyalty
Through esports partnerships, student focused pricing, and destination led content, IHG is addressing the priorities that matter most to younger travellers today: affordability, thoughtful trip planning, shared interests, and quality stays. According to the company, building brand affinity now extends well beyond a single hotel visit, requiring deeper engagement across different life stages and travel occasions.
Looking ahead, IHG says it will continue to draw on its diverse brand portfolio, its IHG One Rewards program, and its extensive destination network to deliver more flexible, rewarding, and quality driven offerings for the next generation of travellers.
