A fundamental demographic shift is redefining global hospitality. A new generation of travellers are seeking more than a destination – they want an environment that can flex with their lifestyle. For them, “well-being” has outgrown the narrow definition of fitness and nutrition. It holds a broader meaning: a balance between the body, the mind, and social connection.
This is the powerful consumer force behind the lifestyle segment, the industry’s undisputed fastest-growing category. For a market eager for differentiation like the Middle East, this insight represents a substantial white-space opportunity. IHG Hotels & Resorts is seizing this moment with the introduction of EVEN® Hotels: a premium lifestyle brand where wellness has been reimagined and designed for travellers who want to live at their fullest, even on the road. For investors, it offers a scalable, high-margin platform with a distinct, contemporary positioning that stands out in its segment.
More than a hotel, EVEN® is designed to be the essential “third space” — a lifestyle destination that helps travellers fully embrace life. Tailored for the Middle East through in-depth research and regional understanding, it recognises that wellness means different things to different people. Built around feel-good energy, the experience flexes effortlessly, from indulgent relaxation to high-energy fitness and mindful moments, adapting naturally to every traveller.
EVEN® experience is inspired by a biophilic- palette that translates the region’s majestic natural beauty and hues into built form, while creating uplifting spaces.
The EVEN® guest room distils this philosophy — the essence of balance. Each room is a personal retreat, where elegant aesthetics meet intuitive function: a restorative sleep space, a nourishing nook, a spa-inspired bathroom, and the brand’s signature wellness zone — tailored for effortless feel-good energy. Guests can choose their pace here, with the option of a calming corner for unwinding or in-room fitness gear for an energising boost.
This integrated wellness model extends throughout the hotel. The dining concept offers a range from functional, health-conscious options to more social and indulgent experiences. The Athletic Studio raises the bar with dedicated zones for strength, cardio, and recovery, while the spa is curated for restorative tailored rituals. A key brand differentiator is the ‘EVEN Edit ‘ – a program that re-imagines wellness with thoughtful rituals and feel-good pauses, seamlessly woven during the stay.Co-created with Raison d’Etre,a world-leading spa and wellness management consultancy, it’s a complete ecosystem of feel-good energy — a layer of detail and expertise that makes EVEN® truly unique in its segment.
The brand’s debut was marked by the EVEN Hotel Dammam signing earlier this year, a landmark announcement that established the brand’s presence in the region. This was swiftly followed by a strategic partnership to launch EVEN Hotel Jeddah. Situated within the masterplan of King Abdullah Sports City, a landmark district set to host the 2034 FIFA World Cup, the Jeddah hotel exemplifies the brand’s strategy of anchoring itself in destinations of the future.
The modern traveller’s definition of wellness has fundamentally evolved from a niche interest to a core component of a premium lifestyle. EVEN Hotels is IHG’s strategic response, a commercially robust model built on a profound understanding of this consumer shift. It is a concept that provides the flexibility, authenticity, and energy today’s travellers demand, while delivering a superior and sustainable return for owners.
EVEN® Hotels is a strategic asset in advancing ‘Journey to Tomorrow’, IHG’s commitment to making a positive difference to people, communities and the planet. EVEN is inherently future-proofed, designed to meet the growing demands of responsible travel from its biophilic design that connects guests to the environment to its efficient operational model.
Backed by IHG’s global scale, the immense drive of the IHG One Rewards loyalty program, and proven operational excellence, EVEN Hotels offers a first-mover advantage in the market’s most lucrative segment.
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