NEWS
IHG turns Women’s Six Nations trips into culture-led fan getaways
IHG Hotels & Resorts has unveiled Emily Scarratt as its new Fancierge for the Guinness Women’s Six Nations, using the partnership to position match weekends as fuller travel experiences rather than simple stadium visits. The campaign comes as women’s rugby continues to gain momentum, with IHG research showing that 92% of sports fans see attending the tournament live as an inclusive and entertaining experience. Nearly half of respondents said they would consider a weekend away built around a Women’s Six Nations match, underlining the growing crossover between sport, travel and city-break culture. For IHG, the initiative strengthens its role as the championship’s official hotel partner while tapping into the rise of experience-led fan travel.
At the centre of the campaign is Emily Scarratt, described in the release as an 11-time Six Nations champion, who has been appointed to help fans discover the culture of host cities beyond the match itself. IHG’s research suggests that 88% of sports fans would extend a sports trip into a full weekend getaway, while 72% believe some of the best memories happen outside the stadium. The company is responding with complimentary Fancierge experiences in selected host destinations, all designed to turn rugby travel into a more immersive break. The programme includes a Thames Rib speedboat experience in London, paddleboarding and spa in Cardiff, a food tour and tasting in Parma, Highland Games in Edinburgh, pastry making in Bordeaux, and traditional Irish dance lessons in Dublin.
The wider significance of the launch lies in how clearly it reflects changing fan behaviour. According to the release, 91% of respondents said they are now more likely to add an extra night to a sports trip than they were five years ago, pointing to a growing market for sport-driven city breaks. IHG is using that shift to frame the Guinness Women’s Six Nations as both a sporting and cultural event, with Joe Marler also involved in testing the experiences alongside Scarratt. The result is a campaign built around memory-making moments, local culture and longer stays, giving IHG Hotels & Resorts a commercially smart way to connect its hospitality offer with the surging popularity of women’s rugby.
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