InterContinental Hotels & Resorts has launched an amenity program with European luxury brand Byredo, offering guests more sustainable, full-sized products. The launch meets the growing desire for eco-conscious bath products without sacrificing quality or luxury.
“InterContinental Hotels & Resorts is redefining its ethos of discovery and modern luxury on the heels of its 75th anniversary,” said Tom Rowntree, VP, global marketing, luxury brands, IHG Hotels & Resorts. “As we look to set the tone for the future of luxury travel for the next generation, we’re taking a fresh approach to the guest experience with new programs and collaborations. A full-sized amenity program is a response to the growing demand from travelers looking for unique stays while traveling more consciously.”
The Byredo amenities include hand wash, body lotion, body wash, shampoo and conditioner. Some hotels offer the extended range—which include under-eye serum, pillow mist, sleep oil, facial mist toner, lip balm, hand cream and bath grains—in executive guestrooms or suites.
“Like the InterContinental brand, Byredo is reinventing the world of luxury through a new approach, where creation is led by emotions,” Rowntree said. “Founded by visionary Ben Gorham, Byredo’s ambition is to translate memory, travel and clarity into meaningful products and experiences. Both brands are able to deliver luxury in a way which is timeless yet appealing to today’s market and to the worldly consumer.”
The products will be rolled out globally, but among the first to carry the range will be the recently opened InterContinental Barcelona; InterContinental Fujairah Resort in the UAE and InterContinental Shanghai Hongqiao NECC, as well as InterContinental Sydney in its newly renovated rooms.
“Through this program with Byredo, we’re bringing some of the world’s favorite cosmetics, in a more sustainable full-size, to some of the most beautiful hotel bathrooms across the globe,” Rowntree said. “Byredo is known for its unisex approach to fragrance, and our amenity program capitalizes on the popularity of scents such as Bal d’Afrique, a warm and romantic vetiver infused with neroli, African marigold and Moroccan cedarwood.”
In addition to more sustainable full-size amenities, IHG is seeing the movement toward more unisex amenity scents that appeal to all types of travelers and span generations, Rowntree noted.
The sustainable benefits of the products, however, are in line with some of IHG’s global initiatives.
“There have traditionally been many single-use items used across the hospitality industry, and waste is a problem that governments, industries and individuals are grappling with as the world seeks to reduce its consumption, increase recycling and devise other sustainable solutions to protect the planet,” he explained. “In recent years, IHG Hotels & Resorts has taken action to tackle this.
In 2019, IHG committed to replacing bathroom miniatures with full-size amenities across all brands. This is part of IHG’s Journey to Tomorrow, a series of commitments to make a positive difference for IHG’s people, communities and planet over the next decade.
IHG is so committed to the cause that it commissioned a global study in 2021 of approximately 9,000 adults, revealing that consumers are more mindful than ever about traveling responsibly, with 82% saying it’s important to choose a hotel brand that operates responsibly.
“With only 9% of plastic currently being recycled across the globe, the move to full-size amenities across all IHG Hotels & Resorts brands will help pioneer the transformation to a minimal waste hospitality industry,” Rowntree said.
The Byredo amenity program for the InterContinental brand is the first major milestone under IHG’s goal to eliminate single use items across the guest stay by 2030.
“We’ve seen a growing demand from travelers looking for discovery and wellness while traveling more consciously,” he noted. “As a luxury brand, we’re able to embrace our role as a curator, balancing the catalyst of discovery with worldliness. Our Byredo amenity program is a great opportunity to look at how we can deliver luxury in a more sustainable way.”
