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FEATURE | HOSPITALITY 42 Jul-Aug 2016 meetings & conventions • mcmag-asia.com InterContinental Hotels Group faces the new age of innovation and individuality by transforming industry disruptors into valuable opportunities for growth. Words Esther Faith Lew Building membership communities is the main thrust of InterContinental Hotels Group's (IHG) branding strategy, according to its 2016 IHG Trends Report. The report notes a dynamic era ahead that emphasises more than ever the need to be inclusive and to cater to individuality. This mindset drives IHG forward in its quest to round the next curve in hospitality – be it in technology, design or distribution channels. We find out more from Nick Barton, chief commercial officer for IHG Asia, Middle East and Africa. Technology in design. And I mean technology that defines the next curve. How do you see that shaping future properties? It is an incredibly exciting time for the industry from a technology standpoint. In the past year alone, we've seen hotel brands across the globe launch guest-facing technology solutions, from mobile apps to automated hospitality 'staff ' in the form of robots – all implemented to enhance the guest experience. In fact, in 2015, Crowne Plaza San Jose-Silicon Valley hotel launched its new delivery A new world. A new vision.