Luxury resort in the sky

IHG Hotels & Resorts forged a partnership with Hainan Airlines earlier this month to offer an integrated travel experience across both air and land.

The two-year collaboration aims to create exceptional in-flight travel experiences while enriching travel for those venturing between Hainan Free Trade Port and other major domestic cities.

The two parties are reimagining travel by incorporating diverse cultural elements into guests' journeys, while driving the development of tourism through personalized experiences.

As one of the first international hoteliers to enter the Chinese market, IHG remains committed to an "in China, for China" business approach, prioritizing the development of the Chinese market with a focus on providing a localized "True Hospitality for Good", according to the company.

Throughout its 49-year presence in China, "IHG has consistently prioritized guests' diverse needs, collaborating with like-minded partners to meet guest demands nationwide, whilst our IHG One Rewards is continually focused on maximizing member benefits", said Jerome Qiu, chief operating officer of IHG Greater China.

"Partnering with Hainan Airlines extends this commitment to the air, providing both groups' members with more immersive travel experiences," Qiu said. "From the moment they step onto the plane, guests will be able to enjoy the sense of 'True Hospitality for Good', which we aim to convey every day."

Gao Jian, chairman of Hainan Airlines Holding's labor union, said: "Over the past two years, guided by Liaoning Fangda Group, new Hainan Airlines has steadfastly intensified its focus on aviation safety, refining its aviation core business to excellence, and aspiring to become a world-class comprehensive aviation service operator with an unwavering commitment to safety, service and profitability.

"With IHG, a global leader in hospitality, as our collaborator, we will harness our individual strengths in aviation and hospitality to offer customers even more convenient and premium travel services. Together, we will spearhead deep integration between the aviation and tourism sectors, setting a pioneering example for cross-industry collaboration."

Aircraft debut

The partnership brings to life the IHG Explorer, a branded aircraft featuring bespoke business class dining options, amplified member benefits and a creative co-branded safety video.

The fuselage of the IHG Explorer is painted with IHG's iconic deep blue color, marking the first time that Hainan Airlines has launched a fully themed aircraft with a hotel group.

The cabin's overhead luggage compartment is decked with custom decals visible throughout, while the business class section is adorned with tailored lumbar pillows co-created by the Hualuxe brand and Chinese artist Chen Jiu — immersing travelers in charming Chinese aesthetics as they enjoy the comfort of 180-degree reclining seats.

Before takeoff, passengers will watch a creative co-branded safety video that blends IHG's extensive and varied brand portfolio into essential flight safety instructions.

The video highlights the group's captivating destinations in China, heightening guests' excitement for an exceptional journey.

Culinary delights

Amid a thriving culinary tourism market, guests are increasingly drawn to unique dining experiences and cultural immersions.

With its deep understanding of traditional Chinese culture and innovative culinary concepts, IHG is introducing food from its sophisticated Chinese restaurant brand, Cai Feng Lou, aboard business-class dining services.

Through a seasonally inspired array of exquisite Chinese cuisine, the menu paints a vibrant picture of regional delicacies.

The inaugural seasonal menu, "Cloud Banquet: Springtime Island Delights", blends classic Cantonese dishes with the local flavors of Hainan province in South China, capturing the richness of Chinese culinary heritage.

Additionally, Hualuxe Hotels & Resorts, an affiliate of IHG, has collaborated with Hainan Airlines to offer a co-branded signature tea, Hualuxe Cloud Aroma, elevating the airborne experience with a touch of the Chinese aesthetic lifestyle.

IHG and Hainan Airlines will introduce more diverse member benefits during the second quarter of this year, offering members of the two companies' loyalty programs — IHG One Rewards and Fortune Wings Club — a range of exciting experiences, providing rich member benefits from ground to sky, according to a company statement from IHG.

IHG's extensive portfolio includes 19 hotel brands, with more than 6,300 open hotels in more than 100 countries and regions worldwide.

Through its partnership with Hainan Airlines, IHG said it is introducing a fresh travel experience that highlights the group's localization strategy and dedication to the Chinese market.