planet trekkers ihg game

InterContinental Hotels: Planet Trekkers

Mobile App

from IHG

The commercial opportunity within the family travel segment is significant and growing. In response to this opportunity, we have developed a best-in-class InterContinental® branded family proposition.

The global leisure market was worth $101bn in 2014. Based on the occasion segmentation study, we prioritized the following segments

• Mixing Business with Leisure (MBWL) and Short Break Experience for InterContinental® Hotels & Resorts core brand.
• In Resorts, the brand is positioned to play on multiple segments: Family Time, Romantic Getaway and MBWL.

Both MBWL and Family Time share a common dimension: All About The Kids.

The proposition is called Planet Trekkers and is holistic and evident at all key stages of the guest journey.

While an on property program Planet Trekkers existed, there was no way to activate it at scale or create engagement pre or post-trip.

Discovering the world together is as much about the journey as the destination. With that in mind, InterContinental Hotels and Resorts developed an app to give children fun and exciting ways to engage with their family’s travel destination before, during and after a holiday. Created in partnership with National Geographic Kids®, the app helps young travelers explore and appreciate the world around them.

The commercial opportunity within the family travel segment is significant and growing. In response to this opportunity, we have developed a best-in-class InterContinental® branded family proposition.

The app is based on a treasure hunt style game and challenges children to discover indigenous wildlife, take part in local adventures, and taste native dishes, to truly get them excited about their holiday. It allows children to learn more about exciting adventures to experience within four categories – Natural Discoveries; Active Pursuits; Local Culture and New Flavors. The Planet Trekkers app also allows children to upload photos and details from their adventures.

Based on the InterContinental target audience demographic, iOS was the ideal platform for launch.

Targeting primarily children ages 6-12, IHG seamlessly blended existing content from the hotel’s youth program into the experience.

The experience prompts users to solve clues, helping find where in the world the missing Planet Trekker is. Along the way they learn about the history, activities, and culture from different global destinations (over 50 in all). Specifically, kids can
> Test their knowledge of the world by answering a series of challenging questions
> Uncover little known facts about each destination
> Document all their adventures via a virtual scrapbook

The entire project was completed in less than four months and launched globally in the iTunes Store for iPhone and iPad, targeting 5, 5s, 6, 6+ and future devices.

The global leisure market was worth $101bn in 2014. Based on the occasion segmentation study, IHG prioritized the following segments
> Mixing Business with Leisure (MBWL) and Short Break Experience for InterContinental® Hotels & Resorts core brand.
> In Resorts, the brand is positioned to play on multiple segments: Family Time, Romantic Getaway and MBWL.
> Both MBWL and Family Time share a common dimension: All About The Kids.

The proposition is called Planet Trekkers and is holistic and evident at all key stages of the guest journey.
While an on property program Planet Trekkers existed, there was no way to activate it at scale or create engagement pre or post-trip.

Leveraging a new partnership between National Geographic’s Kids and the InterContinental brand, we developed a new mobile learning game for iOS under the Planet Trekkers Program.

The app is now a part of the Planet Trekkers family program, a club of tailored services, cuisine and activities that are specifically created for families. It allows families to explore the world together and cultivate a deeper understanding of the world around them – with an InterContinental touch.

https://itunes.apple.com/us/app/planet-trekkers/id1077433688?mt=8