InterContinental Hotels & Resorts has lifted the curtain on a bold new global initiative designed to put its guests at the centre of the world’s most interesting cultural moments.
Launched during London Fashion Week earlier this month, Doors Unlocked is a series of limited-edition packages that give travellers behind-the-scenes access to headline events across fashion, film, design and the arts. Over the coming months, the programme will roll out in New York, Tokyo, Dubai, Sydney and Phuket.
The concept underlines how global luxury brands are rethinking the guest experience, moving beyond five-star amenities to offer meaningful cultural connections. It’s a signal of where the market is heading — particularly for high-spending Gen Z and Gen Alpha travellers who increasingly value experiences over possessions.
A New Layer of Luxury
InterContinental, part of IHG Hotels & Resorts’ luxury and lifestyle portfolio, describes Doors Unlocked as a way of “reimagining the concierge.” Instead of simply booking tickets or tables, the brand is curating insider access through local tastemakers and cultural figures.
Tom Rowntree, Vice President Global Luxury Brands at IHG, says the programme reflects a deep shift in luxury expectations.
“Today’s travellers crave authentic, culturally rich experiences that capture the zeitgeist of their destinations,” he says. “With Doors Unlocked we’re putting our guests at the heart of cultural conversations, drawing on our global expertise and local connections to create unforgettable moments.”
From Fashion Runways to Film Premieres
The London debut showcased the model. Guests were invited into the private studio of Priya Ahluwalia, one of the UK’s most talked-about young designers, before attending a runway show from an emerging fashion talent. They then joined a creative conversation inside the home and studio of artist-designer Philip Colbert, followed by an intimate dinner cooked by celebrity Chef Theo Randall.
Next stop is New York, where InterContinental New York Barclay will host Doors Unlocked guests during the 63rd New York Film Festival. The package includes a VIP screening of Sound of Falling, a Q&A with the filmmaker, and a private dinner hosted by actor-director Molly Gordon in the hotel’s penthouse suite overlooking the Chrysler Building.
Tokyo follows in late October, centred on the Tokyo International Film Festival. Guests will gain access to the invite-only opening ceremony before enjoying a mixology masterclass with world-renowned bartender Shingo Gokan.
Dubai’s turn comes in early November with privileged access to Downtown Design, the Middle East’s leading design fair, while Sydney in late November focuses on The Sleeping Beauty performed by The Australian Ballet at the Sydney Opera House. Guests there will attend both a dress rehearsal and opening night, plus a floristry workshop with celebrated creative Bryce Heyworth.
Finally, December sees Phuket take centre stage during the Thailand Biennale. Highlights include a guided tour of festival installations, a dinner hosted by a curator, and a painting masterclass with local artist Watcharin Rodnit.
What’s Included ?
Each Doors Unlocked experience spans 48 hours, priced from USD $1,500 (NZD $2,530)and includes:
- Two nights’ accommodation with breakfast at an InterContinental hotel
- An “Incredible Occasion” dinner or masterclass with a leading creative figure
- Insider access to a major cultural event curated to the destination
Global Luxury
By blending accommodation with curated cultural access, InterContinental says it is creating experiences that command premium rates and build brand loyalty.
The approach also signals a wider move among global luxury brands to position themselves as cultural connectors rather than just providers of elegant rooms and fine dining. In New Zealand, where international visitors often cite culture, creativity and nature as key drivers, the concept highlights an opportunity for local operators to partner with artists, designers and performers to create bookable “insider” experiences of their own.
With a family of 20 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes with over 145 million members, IHG has more than one million rooms and 6,700 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.