IHG's Holiday Inn Express brand is leveraging social media influencers Brooke Averick and Connor Wood to drive breakfast-time engagement through a new 'Unpacking' campaign and branded card game.
The release is a marketing campaign for the Holiday Inn Express brand, fronted by Brooke Averick and Connor Wood and launched on Nov. 5, 2026, with a limited-edition card game and Costa Coffee and smartwater tie-ins. No financial figures, room-count targets, guidance or bookings data are given, so there is no hard reason to reprice IHG shares. Brand marketing of this kind is routine for a hotel franchisor and is a marginal positive for brand relevance at best.
InterContinental Hotels Group (IHG) has tapped influencers Brooke Averick and Connor Wood to lead the new 'Unpacking' campaign for its Holiday Inn Express brand. The initiative promotes the 'morning debrief' ritual at the breakfast table, featuring a limited-edition card game and partnerships with Costa Coffee and smartwater.
The campaign aims to highlight the 'morning debrief' as a key ritual for guests, encouraging social connection over breakfast through a limited-edition card game.