• by Doug Parks , July 18, 2025

Step into a Kimpton hotel and, if you’re lucky, you may be surprised to find a pop-up tattoo studio ready to commemorate your trip in permanent fashion.

While inking a new tattoo at your hotel may raise eyebrows for some, it’s part of a growing trend of “tattourism” that’s enjoyed by younger travelers. And for IHG Hotels & Resorts, these localized pop-up partnerships are part of a much larger marketing strategy to reposition their luxury portfolio for the next generation of traveler. By intelligently tapping into trends, the brand seeks to meet the new and very different expectations that Millennials and Gen Z have for hospitality.

It’s a fine line to walk. How do you modernize iconic brands to meet new audiences without losing the identity that brought them here? How do you discern between meaningful trends that build credibility and the short-lived fads that are best ignored?

This week, we sit down with Vicky Poulos, Head of Luxury & Lifestyle Brands at IHG Hotels & Resorts, to learn how she’s stewarding her portfolio from its storied past into exciting new frontiers with micro-events, hyperlocal campaigns, and a new look for laidback luxury. 

You can listen to the entire podcast at this link.