InterContinental Hotels and Resorts has launched InterContinental ICons, offering travellers a fresh look at some of the world’s most exhilarating cities and inviting the public to take part in a global conversation on what makes them truly iconic.
The brand’s independent study, carried out in Paris, London, New York, Shanghai, Dubai, Sydney and Mexico City, revealed travellers often feel they only scratch the surface of a city.
More than three-quarters (77 per cent) say they feel obliged to see the most popular tourist sites, despite 75 per cent expressing a desire to see more of what the city has to offer and to explore like a well-informed local.
Additional analysis of Instagram posts revealed that the Eiffel Tower in Paris is the most posted tourist site, representing 10 per cent of all posts worldwide.
Buckingham Palace is the most-tagged site in London (21 per cent) and Central Park is the most-tagged in New York City (20 per cent), highlighting that tourists are often focused on visiting the same “must-see” sites.
The findings were confirmed by locals in each of the seven cities, with more than half (59 per cent) feeling that tourists miss out on the best their city has to offer.
Discovering the true city
InterContinental’s new campaign aims to inspire by rediscovering what makes each city truly fascinating.
Ginger Taggart, vice president, Global Marketing, IHG Luxury Portfolio, comments: “As a pioneer in luxury travel, InterContinental Hotels and Resorts has always been the gateway to fascinating places and local cultural wisdom, so we understand that travellers are craving a deeper connection to the places they visit.
“With our latest campaign, InterContinental ICons, we’ve set out to discover and celebrate authentic places and moments that might be overlooked by visitors but are truly part of what makes a city special.
“Whether it’s the feel of salt air while riding New York’s Hudson River ferry, the melodious bells of the clock tower on the Bund in Shanghai, or the feel of cobblestones underfoot on old Parisian streets, these ICons might include under-the-radar experiences, or well-known tourist hotspots viewed in new and unexpected ways.
“We want to reignite a sense of fascination for these much-visited cities and encourage discussion around what makes them truly iconic.”
InterContinental ICons overview
InterContinental Hotels and Resorts has pioneered luxury travel for more than 70 years and now has 208 hotels in 66 countries worldwide.
With this heritage and insight, the brand understands that modern luxury travellers are looking for a deeper connection with the iconic places they travel to.
Through social media analysis, the insights of key opinion leaders and independent research, InterContinental has established a long-list of multi-sensory experiences that are representative of each city.
InterContinental invites the public to select the experiences they truly feel demonstrate the city or cities they know best at life.intercontinental.com/
Voting closes on December 31, 2019.
A global panel of judges, featuring acclaimed National Geographic Photographer Charlie Hamilton James and well-travelled members of the InterContinental Ambassador loyalty programme will lend their expertise to curating the top five InterContinental ICons in each city, with the final reveal and celebration in early 2020.