Tom Rowntree, vice president of global luxury brands at IHG Hotels & Resorts, isn’t here to talk about thread counts. In fact, when asked what sets IHG’s luxury brands apart, he doesn’t lead with marble bathrooms or rooftop pools.
“Every single thing about our luxury offering is about experiences,” he says. “It’s not just about what’s in the room – it’s how it makes you feel.”
And right now, the feelings that matter most according to Rowntree involve connection, purpose, and a great intergenerational getaway.
Luxury: Now serving Gen B & Gen Z
Tom Rowntree, vice president of global luxury brands at IHG, says seven generations now travel globally, requiring more personalised, inclusive hotel experiences. Photo Credit: Travel Weekly Asia
With 2025 marking the birth of Generation B (born between 2025-2039), Rowntree points out that there are now seven travelling generations to cater to. And they’re not always travelling separately.
“We’re seeing more multi-gen and skip-gen travel – grandparents with grandkids, spouses with kids, or solo escapes wrapped around a work trip,” he says. “It’s about designing flexible spaces and personalised experiences that speak to each generation’s needs – from mobility to mindfulness.”
Cue the Regent villas with multiple bedrooms (some on the ground floor), wellness-led Six Senses stays, and Kimpton’s effortlessly cool vibe. There’s a brand for every kind of traveller, and sometimes, they’re all in the same room.
Not just surface-level luxe
For IHG, delivering luxury isn’t just about the amenities – it’s about meaning. Each brand within its portfolio has been thoughtfully shaped with a clear sense of purpose.
“At Six Senses, everything is designed to help guests reconnect – with themselves, with others, and with the world around them,” says Rowntree. “From the resort’s location to spa rituals and service philosophy, it’s all intentional.”
Set to open in late 2025, Kimpton Naluria Kuala Lumpur will offer 466 stylish rooms, rooftop dining, a pool, gym, and yoga terrace in TRX. Photo Credit: IHG
And with Kimpton, which started as one of the original boutique lifestyle brands, that distinct personality and flair remains integral to its DNA. “Many of the elements Kimpton pioneered are now widely adopted in the industry – but we continue to evolve it with heart and soul.”
Will luxury travel slow down?
Despite whispers of a luxury slowdown in China, Rowntree isn’t losing sleep.
“Look at the data,” he says. “Luxury travel is projected to grow to US$4.8 trillion by 2032. Consumers are prioritising experiences – especially after the pandemic. When given a choice between a new bag and a meaningful trip, travel wins.”
Hotels worth watching
With Asia-Pacific topping the charts for both domestic and international travel, Rowntree says, “Every single one of our openings here is worth watching.”
From InterContinental’s evolution to the return of Regent Hong Kong and the opening of Six Senses properties across Southeast Asia, he’s bullish about the region’s potential.
After all, as he puts it, “Luxury isn’t about stuff. It’s about the memories you create.”