IN CONVERSATION WITH TOM ROWNTREE, VICE PRESIDENT OF GLOBAL LUXURY BRANDS AT IHG HOTELS & RESORTS
Contributor — Four Hundred by Design
Tom Rowntree currently serves as Vice President of Global Luxury Brands at IHG Hotels & Resorts. In his role, Tom leads the definition, development and performance delivery of Regent Hotels & Resorts and InterContinental Hotels & Resorts globally as well as Kimpton Hotels & Restaurants across Europe, the Middle East, Africa and Asia.
Tom has been with the company for over 20 years in roles across Europe, the Middle East and Africa. Prior to his current role, Tom was Vice President of Luxury & Boutique brands for Europe where he oversaw the Quality & Standards division for all brands in the region. Beforehand, Tom was Vice President of Commercial, IHG Middle East & Africa, which saw him lead the Sales, Marketing and Revenue functions for the region. Tom has spent many years on property in a variety of sales and marketing roles across EMEA, including at InterContinental Muscat in Oman and InterContinental Abu Dhabi in the UAE.
Tom, who is originally from Cheshire in the North West of England, graduated from Nottingham Trent University in Business and Marketing. He currently resides in West London.
WHAT ROLE DOES REGENT PLAY WITHIN IHG’S OVERALL LUXURY STRATEGY?
It's an exciting time for IHG and our luxury and lifestyle brands. Over the last few years, our portfolio has transformed following the acquisition and launch of new brands. From one brand – InterContinental – we have expanded the portfolio to five brands, Six Senses, Regent, InterContinental, Kimpton, and Vignette Collection.
It is a balanced portfolio – each of our brands is distinctly different and has a unique identity of its own. This means we have a brand for every travel scenario today’s modern luxury traveler may come to navigate.
If we look at Regent specifically, this is a brand which seeks to elevate U/HNWIs above the noise. It is built on the belief that life is at its best when we rise above distractions. We are responding to a guest who may view luxury as a way of life, someone with a deep understanding of the ‘seen’ and ‘unseen’ components of a deeply personal feeling of exclusivity.
WHAT DEFINES THE REGENT HOTEL EXPERIENCE TODAY?
Since its founding in the 1970s Regent has been a forerunner for many of the signatures now considered common place in luxury hospitality and living. Features such as private pools were first pioneered by Regent.
Regent of today is inspired by and designed for today’s most discerning travelers. Every element of the reimagined Regent guest experience is intended to elevate this seasoned traveler above the noise, allowing them to present the very best versions of themselves.
A distinctive set of design and service hallmarks brings this to life. For example, in service, the Regent Experience Agents can connect into the guests’ support network where required to provide a single point of contact from pre-stay through to departure. This standard is dedicated to making the guest’s journey seamless.
We want our guests to know that every detail is taken care of, often without them even noticing. Another way we do this is through ‘We Noticed’, a hallmark which is about proactively removing points of friction.
For example, on a recent stay at the Carlton Cannes, a Regent Hotel, housekeeping saw I was running low on toothpaste and, without prompt or request, placed a new tube of the very same brand beside my washbag ready for my onward journey.
‘With Compliments’ is another example. It’s our way of removing small surcharges which we know are a frustration. The approach is to provide guests with select services they need, such as items from the minibars, laundry and pressing as standard so they feel that sense of generosity.
WHAT RECENT MILESTONES ARE YOU MOST PROUD OF FOR THE BRAND?
It would be impossible to pick just one. Over the past seven years, since IHG acquired Regent, we have relaunched and grown the brand by more than 65% and quadrupled the pipeline.
We debuted the reimagined Regent in Hong Kong and China, then we went on to open Carlton Cannes, a Regent Hotel and Regent Santa Monica Beach – remarkable properties in landmark locations.
Most recently, we have opened Regent Bali, home to the first Regent Spa, and next year we will launch Regent in Saudi Arabia, with the opening of Regent Jeddah. The brand is on track to achieve the long-term ambition to reach over 40 hotels in key global gateway city and resort locations.
WHAT DESIGN ELEMENTS ARE SIGNATURE TO REGENT PROPERTIES?
Over the past 50 years, the Regent name has become synonymous with luxury, legacy and experiential design. Today, this is demonstrated through juxtapositions, which we call The Beauty of Contrasts.
Personal Havens, for example, are intimate, beautifully integrated spaces within both private and public areas of Regent hotels. They feature programming that enables guests to personalize their environment for relaxation or moments of stimulation.
WHICH CULINARY EXPERIENCES AT REGENT HOTELS SHOULD GUESTS NOT MISS?
Regent Taste Studio is the brand’s signature series of pop-up culinary experiences inspired by art, design and culture. These are immersive experience where the chefs from our properties around the world – hotels at the pinnacle of upper luxury – collaborate with artists, designers and musicians to curate extraordinary dining moments that engage our guests on a multi-sensory level that goes far beyond the realms of art or food individually.
HOW IS REGENT ENHANCING ITS GUEST EXPERIENCE IN 2026?
We’ll soon be debuting Atelier by Regent at Regent Jeddah when it opens in 2026. This is a visual and experimental concept which fuses artistry and pâtisserie. It opens our pastry kitchens to public view and combines cross-cultural flavors and traditional craftsmanship.
WHAT DESTINATIONS ARE NEXT FOR REGENT’S EXPANSION?
Next year will be the year of Regent Jeddah, our first Regent hotel in the Middle East. It is set on one of the city’s most prestigious waterfront locations and overlooks the Corniche, the Formula 1 racetrack, and the Red Sea. It will also feature a Regent Spa which will span 1,500 square meters, with indoor and outdoor pools and a full health club.
HOW IS REGENT INTEGRATING WELLNESS AND LIFESTYLE TRENDS INTO ITS GUEST OFFERINGS?
Regent Spa is an incredibly exciting extension of the brand’s ethos to elevate guests above the noise. This is an all-new concept, created by Raison d’Etre, IHG’s in-house spa and wellness consultancy also behind Six Senses. We opened our first example at Regent Bali Canggu earlier this year and will soon open further Regent spas in Jeddah and Kuala Lumpur in the coming years.
Regent Spa concepts are built using the principles of the octagon as the compass to elevate, radiate and ignite a spark within our guests. The spa journey is intended to enable guests to reach that emotional and sensorial space where the mind finds clarity, senses are elevated, and spirits are lifted.
IF YOU HAD TO DESCRIBE THE REGENT BRAND IN JUST THREE WORDS, WHAT WOULD THEY BE?
One to watch.
WHAT WOULD YOU LIKE THE FOUR HUNDRED MEMBER TO KNOW ABOUT IHG & REGENT HOTELS?
I can honestly say I’ve never been more excited about the future of our luxury and lifestyle brands at IHG. Over the coming years, we will open Six Senses London at The Whiteley, translating the brand’s distinct DNA to an urban environment. InterContinental will debut in Nepal, whilst expanding its resort presence in the Red Sea, Sydney Coogee Beach and Halong Bay. Kimpton will open its first all-inclusive property in Mexico: Kimpton Hacienda Tres Ríos Resort, Spa & Nature Park. There is also so much more to come from Vignette Collection, which is well on the way to reaching its 10-year target of 100 hotels. Watch this space!