Women’s rugby takes center stage as IHG Hotels & Resorts unveils Emily Scarratt as its ‘Fancierge’ | News
As fans across Europe, Great Britain and Ireland eagerly await what will be the biggest Guinness Women’s Six Nations ever, IHG Hotels & Resorts – official hotel partner of the Championships – reveals that 92% of sports fans agree that watching the Guinness Women’s Six Nations live is an inclusive and entertaining experience, with almost half (46%) saying they would consider a weekend away to watch a Guinness Women’s Six Nations match.
Responding to growing demand from fans traveling to watch Six Nations matches and record-breaking ticket sales weeks ahead of the championship, IHG Hotels & Resorts is launching ‘Fancierge’, a concierge-style initiative offering complimentary experiences in host cities throughout the tournament. Dedicated to rugby fans, IHG’s ‘Fancierge’ reflects their evolving desire to maximize their free time to explore and engage with the host cities outside of the match itself. The initiative, led by rugby legend Emily Scarratt, is aimed at the growing number of fans now traveling to watch women’s matches as the sport experiences unprecedented growth in popularity. The IHG Hotels & Resorts commissioned research into the rituals of rugby fandom reveals how match weekends have become a cultural event in their own right, where supporters chase shared moments, personalized traditions and total immersion long after the final whistle.
Meet Emily Scarratt, IHG Hotels & Resorts ‘Fancierge’ for the Guinness Women’s Six Nations
Rugby icon and 11-time Six Nations champion Emily Scarratt has handed over the keys as IHG Hotels & Resorts ‘Fancierge’, which will allow supporters to discover the culture and unique experiences of host cities in the Guinness Women’s Six Nations.
Working with Joe Marler to put the experiences to the test, Emily has put together a new selection of fan-first activities in the host cities.
Survey says… take your journey longer than 80 minutes!
57% of sports fans agree that women’s rugby provides an entertainment experience that rivals that of men.
88% of sports fans say they would extend a trip to watch a sporting event to make it a full weekend getaway, with exploring the host city (66%), sampling local food (56%) and visiting local attractions (49%) being the most appealing experiences.
72% of fans believe that some of the most incredible memories on a weekend trip happen outside the stadium.
A whopping 91% agreed that they are now more likely to add an extra night to a sports trip than five years ago, reflecting the growing trend towards sporting city breaks.
Rugby icon Emily Scarratt says: “I’m thrilled to be stepping into the role of ‘Fancierge’ at IHG Hotels & Resorts on such a milestone for the Guinness Women’s Six Nations. With this year set to be the biggest championships yet, ‘Fancierge’ experiences are not just about celebrating what happens on the pitch, but about the entire match weekend and exploring the cultures of the host cities, from mastering Irish dancing to creating delicate French pastry shop, because it is those moments outside the stadium that turn a great match into an unforgettable escape.”
Rugby legend Joe Marler added: “The momentum behind women’s rugby at the moment is incredible, and I can’t wait for this year’s Guinness Women’s Six Nations to get underway. 80 minutes on the pitch is always world-class drama, and traveling to the matches not only offers unforgettable experiences in the stadium, but also the opportunity to explore the cities they are in. That’s why I’m thrilled to be teaming up with an all-time great and great friend, Scaz (Emily). Scarratt, to bring it Bringing IHG Hotels & Resorts’ ‘Fancierge’ initiative to the Women’s Championships.”
Karin Sheppard, SVP and Managing Director, Europe, at IHG Hotels & Resorts, said: “Women’s rugby is experiencing a time of real dynamism, and the Guinness Women’s Six Nations will once again deliver an excellent tournament for fans across Europe. As an official hotel partner for a third year, we are pleased to help supporters get the most out of their travels through our ‘Fancierge’ service, giving them unforgettable local experiences outside the stadiums.”
With 21 different brands to choose from, there is an IHG hotel for every type of fan traveling for the Guinness Six Nations. Fans can score Emily Scarratt and Joe Marler’s curated ‘Fancierge’ experiences during the Championships themselves, giving traveling supporters insider access to the very best that each host city has to offer. Fans can book at ihg.fancierge.com.
