In a world of homogeneous hotel experiences, IHG, one of the world’s largest hotel groups, wanted to identify new innovation opportunities that would differentiate its brands, improve loyalty and increase margins.


Building a cross-disciplinary research, design, strategy and innovation team to explore emerging changes within and outside the hospitality sector worldwide, and create, develop, test and launch several new innovation platforms.


  • Award-winning research which identified unique propositions.
  • Launch of patented new room design for Crowne Plaza.
  • Portfolio of design concepts for new hotel, hospitality and travel experiences.
IHG Innovation and Design