What do you want to do next year? A seat at fashion week, a private atelier preview in Paris, a chef’s table in Bangkok, a gallery opening you weren’t supposed to get into? Through InterContinental Hotels & Resorts, it’s not a question of if, but more like when.
When a luxury hotel brand talks about unlocking doors it usually means a grand opening or impeccable service. But in the case of InterContinental Hotels & Resorts’ new Doors Unlocked initiative, it means something more: insider access, local immersion, and a redefinition of what experiential luxury can deliver.
Cultural Concierge
For decades, luxury hospitality has been defined by opulence, exclusivity, and impeccable comfort. But as travelers grow more discerning, the next chapter is less about plushy rooms and more about rare encounters. With Doors Unlocked, IHG is positioning itself as not just a place to stay, but a gateway to authentic moments.
Tom Rowntree, IHG’s Vice President of Luxury & Lifestyle, says that the brand is going back to its roots. InterContinental was born in 1946, founded by Juan Trippe of Pan American Airways, with the aspiration of building luxury outposts in far-flung destinations that previously lacked the infrastructure. That original impulse — to be bridges between places, not just ports of call — is now being reinterpreted for a new generation.
Rowntree notes that luxury travel has dramatically evolved. The rise of multigenerational travel, craving cultural experiences over mere amenities, and the omnipresence of digital influence have all reshaped what “premium” means. For many travelers today, experiential travel is the currency they judge. Doors Unlocked is IHG’s attempt to lean into that shift.
The Art of Curated Access
At its core, Doors Unlocked is a curated series of immersive programs at six InterContinental properties globally, timed around key moments. The distinguishing move is IHG’s enlistment of six “cultural tastemakers” — influencers, creators, or local connectors who embody the spirit of their city. These hosts will lead bespoke experiences in gastronomy, fashion, art, or heritage often sitting parallel to traditional tourism but with deeper connection for those looking beyond the norm.
Everyone wants to stay on the pulse of emerging travel. Doors Unlocked is no different. It hits the mark on converging trends. First, it caters to how younger luxury travelers source inspiration: via social media, niche voices, and trusted content curators. Rowntree observes that travelers can be overwhelmed and unsure whom to trust. These tastemakers, handpicked for both local insight and a culturally engaged following, help filter and translate.
Second, Doors Unlocked is selective. It’s not rolling out everywhere…just yet. For now, it will be at a handful of InterContinental hotels in late 2025. But the ambition, as Rowntree frames it, is deeper than pop-ups: it’s about gradually shifting into all levels of service — concierge teams, lobby experiences, staff training — to make cultural fluency a hotel’s DNA.
What the People Want
This is not the first time a hotel brand has tried to embed local authenticity or cultural programming, but Doors Unlocked arrives at a point in time when it may resonate more deeply than ever. Today’s luxury traveler is unlikely to be seduced by marble foyers alone, they want stories, access, and moments that feel repeat-proof.
From a guest perspective, the promise is compelling. Imagine arriving in a city during a peak cultural moment, like London Fashion Week, and being ushered into a much anticipated show. Or a behind-the-scenes studio dinner with a celebrated designer. Or being guided through a private showing at an artist’s home along with an intimate discussion over dinner. Or attending a private performance, created especially for that evening, with local musicians weaving in regional legends.
My experience with Doors Unlocked was exactly that: insider access during London Fashion Week. From the Leuder SS26 show straight to an intimate dinner at the home of Philip and Charlotte Colbert to preview their studio and discuss how cultural moments play a part in their work. The giddy fashion girl inside me loved hearing Charlotte speak about her early days at McQueen while Philip’s studio urged the quiet artist in me to dust off my paint brushes. I spent time with Priya Ahluwalia in her private studio, running my fingers through just-off-the-runway pieces and taking a very hush-hush preview at next season. It was what you’d expect when a concierge promises “insider access.” Every detail was planned. Every moment felt exciting.
And since these experiences are tied to specific dates and properties, they are by design limited and exclusive. For a hotel to bring cultural insiders into the guest ecosystem signals that this hotel is more than just a place to sleep, it’s an access point to what’s going on in that destination.
As travel becomes more accessible, true luxury lies not in exclusivity of space, but in the exclusivity of access. IHG’s Doors Unlocked aims to redefine what a hotel can open up — not just doors in marble halls, but doors into the very soul of a city.
Feature Image Courtesy, InterContinental Hotels & Resorts
