As travel becomes an increasingly important form of self-expression and social connection for younger generations, IHG Hotels & Resorts is expanding initiatives designed specifically for Gen Z travelers across Greater China.
With more than 230 million Gen Z consumers in the region, the company is focusing on three priorities—shared interests, travel value and destination inspiration. Through esports partnerships, student-exclusive accommodation offers and curated summer itineraries, IHG aims to build stronger engagement while fostering long-term loyalty among the next generation of travelers.
At a Glance
- IHG is targeting more than 230 million Gen Z consumers across Greater China.
- IHG One Rewards expands its partnership with the King Pro League (KPL) esports tournament.
- Students receive 20% off accommodation through the IHG One Rewards WeChat mini-program.
- Eight curated summer itineraries span major destinations across China.
- The initiative combines travel savings, lifestyle experiences and loyalty rewards.
IHG One Rewards strengthens its esports partnership
IHG One Rewards is expanding its partnership with the King Pro League (KPL) to deepen its connection with Greater China’s rapidly growing esports community.
During the KPL Summer Season, members can access exclusive benefits that extend the value of membership beyond hotel stays. By aligning with one of the region’s most popular esports competitions, IHG is embracing youth culture while creating new ways for younger guests to engage with its brands.
The initiative also helps reduce barriers to travel by combining entertainment, exclusive member experiences and loyalty rewards, further strengthening long-term customer relationships.
Student discounts make travel more accessible
To support a wide range of travel occasions, including graduation trips, weekend escapes and holidays with friends, IHG is introducing a 20% student accommodation discount through the IHG One Rewards WeChat mini-program.
The offer is available at participating hotels across several brands, including:
- Holiday Inn Hotels & Resorts
- Holiday Inn Express
- EVEN Hotels
- Atwell Hotels
- Garner Hotels
In addition to discounted stays, members can earn IHG One Rewards points, redeem reward nights and enjoy exclusive experiences, including concert ticket auctions and other member-only benefits.
Together, these offerings are designed to make travel more affordable while encouraging younger guests to join and remain active within the IHG One Rewards programme.
Curated itineraries inspire summer travel
Summer travel patterns among younger generations continue to evolve. Graduation celebrations, group holidays and career-break trips are increasingly driving demand for memorable experiences that combine social connection with personal discovery.
To meet this demand, IHG has created eight curated travel itineraries covering several of China’s most popular city clusters, including:
- Xi’an
- Chengdu
- Chongqing
- Xiamen
- Quanzhou
- Fuzhou
- Beijing
- Tianjin
- Qingdao
- Shanghai
- Hangzhou
- Nanjing
Each itinerary combines hotel stays with local culture, neighbourhood exploration and destination highlights, helping travellers plan more efficient and experience-rich summer holidays.
Building loyalty beyond the hotel stay
IHG’s latest youth-focused initiatives reflect a broader shift in hospitality marketing, where building lasting relationships extends beyond a single booking.
By combining esports experiences, student savings and destination inspiration, the company is addressing the priorities that matter most to younger travellers, including affordability, convenience, shared interests and authentic local experiences.
Looking ahead, IHG plans to continue leveraging its diverse brand portfolio, the IHG One Rewards loyalty programme and its extensive network of destinations to deliver more flexible, rewarding and experience-led travel options for the next generation.
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