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IHG Is Changing How It Distributes Its Hotel Rates to Boost Direct Bookings

In October 2019, IHG-owned brand Kimpton said it would launch a Stay Human Project where it transforms the decor in one room in a handful of European hotels to more explicitly connect guests to a sense of place and community. IHG, Kimpton’s parent company, has been embracing new tech tools. IHG

Skift Take: IHG represents a broader industry trend in that it’s getting tougher with online travel agencies and wholesalers in the West while becoming more experimental with online travel sellers in Asia, where it needs help to grow its sales. Its use of new technologies to try to keep its strategy coordinated and to boost revenue are eye-catching.

— Sean O’Neill

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