Owned by White Space: Designed for the Premium Lifestyle Traveler, IHG presents hotels in the Middle East
The fundamental human shift in nature is redefining global travel. The new generation of travelers want more than a place – they want an environment that can change their lifestyle. For them, “healthy” has resulted in a narrow definition of fitness and healthy eating. It holds a broad meaning: balance between body, mind, social connection.
This is a powerful army of consumers after half of life, the fastest growing fastest growing stage. For a market eager to diversify like the Middle East, this insight represents a huge opportunity for white space. IHG Hotels and Resorts seize this moment with the launch of ® hotels: a premium lifestyle where the night has been renewed and made for travelers who want to live to the fullest, even on the road. For investors, it offers a scaled, superior platform with a unique, contemporary presence that stands out in its segment.
More than a hotel, ay® is designed to be an important “third space” – a lifestyle space that helps travelers fully embrace life. Focused on the Middle East through extensive research and regional understanding, it recognizes that good means different things to different people. Built around the power of sound, the experience is dynamic without power, from relaxation to high physical intensity and rational moments, adapting naturally to every traveler.
The ay® experience is inspired by biophilic- a palette that translates the amazing natural beauty of the landscape and the hues of its architecture, while creating spaces that nurture.
The guest room ® uses this philosophy – the essence of balance. Each room is Reful Personal, where beautiful aesthetics meet precise function: a master bedroom, a spa-inspired nook, and the brand’s Signature ZEOREBELY – The Brand’s Signature Hellness Zone – Prepared for a well-sounding energy. Guests can choose their own pace here, with the option of a leisurely break for a workout or a fitness room for a boost of energy.
This integrated Wellness model extends throughout the hotel. The dining concept offers a practical range from functional, life-conscious choices to more practical ones. The Athletic Studio raises the bar with areas dedicated to strength, cardio, and recovery, while the SPA has been transformed into a complementary culture. The main product difference is ‘Organize even’ a program that rethinks the services considered and feels the raison d’etre, the layer of the spa and the ecosystem of the spa and the layer of details and technologies unique to its segment.
The launch of the brand was marked by the Dammam hotel earlier this year, a landmark announcement that had established the presence of the brand in the region. This was quickly followed by a strategic partnership to open even a hotel in Jeddah. Located within the King Abdullah Sports City MasterPlan, a global region set to host the 2034 FIFA World Cup, Jeddah Hotel is an example of a future-oriented brand strategy.
Today’s traveler’s definition of wellness has fundamentally evolved from a niche aspiration to an integral part of a premium lifestyle. Even hotels are IHG’s Strategic Recedmiction, a strong commercial model built on a deep understanding of this consumer change. It’s a concept that provides flexibility, authenticity, and power for today’s travelers, while delivering high and sustainable returns for owners.
And ® hotels are strategic assets in development ‘A journey to tomorrow’, IHG’s commitment to making a positive difference to people, communities and the planet. Even more accessible to the future, designed to meet the growing demands of responsible travel from its biophilic design that connects visitors to nature in its efficiency model.
Powered by IHG’s Global Scale, the main drive of IHG One Reward is loyalty, and effective performance, even for hotels that offer first-rate benefits in the most profitable segment of the market.
