InterContinental Hotels Europe Pivots Back to Promoting Incentive Travel
Photo Credit: The InterContinental Davos in Switzerland is one of the brand's few non-urban properties in Europe. IHG
Skift Take
North American companies are investing more in incentive travel programs across Europe, so travel brands like InterContinental are attempting to capture that with compelling content, with varying degrees of success.
InterContinental Hotels launched a new Incentive Options content program last month, which marks a return for the brand toward promoting luxury corporate incentive travel in major European markets.
The fact that InterContinental developed this campaign now supports data showing that U.S. corporate incentive planners are returning to medium-haul travel destinations overseas, following a precipitous decline that has had lasting effects well after the recession.
According to Christopher Koleros, European director of sales/marketing at InterContinental Hotel Group (IHG), incentive sales for 2015 are up 16% across the continent over 2014.
The Incentive Options content is downloadable as an 85-page Apple iBook or PDF showcasing the brand's 30 European properties. There are also 2-5 content pieces for each hotel profiling destination experiences applicable for incentive travel programs, which generally demand a certain level of exclusivity, individua
