IHG dedicates new ‘Fancierge’ experiences to rugby fans

February 5, 2026

English former rugby player Joe Marler is helping introduce “Fancierge,” which offers curated pre-match experiences to guests at IHG properties in the United Kingdom, Ireland and other host cities across Europe. Image credit: IHG Hotels & Resorts

By Amirah Keaton for Luxury Daily News Service

Global hospitality company IHG Hotels & Resorts is courting rugby fans as the Guinness Six Nations tournament kicks off this month.

English former rugby player Joe Marler is helping introduce “Fancierge,” offering curated pre-match experiences to guests at its properties in the United Kingdom, Ireland and other host cities across Europe, luxury collection stays included. The program is introduced as a response to new research from IHG showing 88 percent of sports fans extend trips to watch sporting events into full weekend getaways.

“IHG’s latest research shows fans are travelling more than ever to follow the sports they love – and staying longer to soak up the full experience,” said Karin Sheppard, SVP and managing director, Europe, at IHG Hotels & Resorts, in a statement.

“The Guinness Six Nations is a highlight of the European sporting calendar, and as official hotel partner for the third-year running, we’re delighted to launch the new IHG ‘Fancierge’ service,” Ms. Sheppard said. “With a portfolio of hotel brands to suit every travelling fan, IHG is excited to welcome and host supporters, helping them discover more of each city through carefully curated, local experiences.”

Sports tourism trending
IHG Hotels & Resorts is the official hotel partner of the Guinness Six Nations for the third consecutive year.

In 2026, the company is partnering with Mr. Marler to launch the new “Fancierge” service. The initiative features a range of activities, from Irish dancing in Dublin to Vespa tours in Rome and stand-up paddleboarding in Cardiff.

Local rugby players will host certain events, providing access to city-specific itineraries. Fans can register for select weekends during men's and women's championships weekends at https://ihgfancierge.com/.

“The energy and excitement of an 80-minute rugby match is always special – the emotion, the drama, the atmosphere – but the full experience goes far beyond the game itself,” said Mr. Marler, in a statement.

The Vignette Collection owner is the official hotel partner of the Guinness Six Nations for the third consecutive year. Image credit: IHG Hotels & Resorts

“It’s also about soaking up the city and all it has to offer,” he said. “That’s why I’m teaming up with IHG Hotels & Resorts to be their first-ever ‘Fancierge’ to give fans incredible experiences so they can really make the most of the game weekends during the Guinness Six Nations.”

“Fancierge” answers what IHG has identified as a growing demand for experiential hospitality products tied to sporting events (see story).

Seven out of every 10 fans believe memorable moments during sports trips happen outside stadiums, according to the IHG-commissioned online survey, conducted by research and insights agency Perspectus Global in January 2026.

Exploring host cities appeals to 66 percent of respondents, trying local food to 56 percent and visiting landmarks to 49 percent.

Ninety-one percent of sports fans indicated they are more likely to add extra nights to sports trips now compared to five years ago.

Share your thoughts. Click here

IHG dedicates new ‘Fancierge’ experiences to rugby fans

IHG dedicates new ‘Fancierge’ experiences to rugby fans

Louis Vuitton ambassador Zendaya joins Monogram anniversary effort

Versace hires Pieter Mulier as chief creative officer

Lamborghini deploys brand showroom in Egypt

Tiffany & Co. highlights HardWear for Valentine’s Day

Secondhand watch market stabilizes in 2025: Chrono24

The Peninsula expands motoring adventure to Scotland

Deadstock denim from Nona Source dresses new Guerlain drop

Balenciaga releases Valentine’s Day capsule

Qatar Airways, Art Basel kick off partnership in Doha