Wednesday, July 23, 2025
Hainan Airlines and IHG Hotels have joined forces to launch a new fully integrated luxury travel experience, aiming to meet rising demand for seamless, high-end journeys that combine five-star hospitality on the ground with premium flight services in the air. This collaboration responds to evolving traveler expectations by blending hotel comfort, elite airport lounges, and immersive inflight experiences into one cohesive offering.
IHG Hotels & Resorts and Hainan Airlines have unveiled a new era of premium travel through an expanded alliance under the concept “Where Dreams Bloom, Journey to the Oasis.” This strategic partnership blends luxury accommodation and elevated airline service into a single, cohesive experience. The collaboration reflects a growing trend where the world’s top hospitality and aviation brands converge to offer a seamless, end-to-end journey for modern travelers.
The initiative arrives at a landmark moment, coinciding with IHG’s 50th anniversary in Greater China. This milestone highlights the brand’s enduring dedication to delivering innovation and guest satisfaction throughout the region. By combining the strengths of two leading industry players, the alliance aims to reshape expectations of luxury travel from airport lounge to hotel suite.
A Unified Travel Experience from Terminal to Resort
At the core of this partnership is a reimagined journey that begins the moment travelers step into the airport. One of the most visible innovations is the co-branded airport lounge, located in Terminal 2 at Shanghai Pudong International Airport. Themed as a tranquil “Garden Oasis,” the lounge is designed to provide guests with an immersive and rejuvenating pre-flight environment.
This luxurious space draws inspiration from the serene back gardens of world-class resorts. Travelers can unwind in elegantly appointed seating areas while enjoying amenities such as a central buffet island, live culinary demonstrations, and thoughtfully curated dining spaces that promote calm and relaxation before takeoff.
Elite Benefits with the “Back Garden” Experience
Particularly appealing to high-tier travelers is the “Back Garden” concept, which extends an exclusive suite of benefits to members of IHG One Rewards at the Diamond Elite level. These guests enjoy priority access, personalized amenities, and enhanced services within the lounge. The setting not only bridges the gap between hotel and airline hospitality but also reinforces the personalized luxury that defines this joint initiative.
This ground-level excellence continues in the air with the launch of the specially branded “IHG Explorer” aircraft. Operating on premium routes such as Shanghai to Sanya, the aircraft showcases the alliance’s fully immersive concept. From distinctive cabin aesthetics to inflight services modeled after hotel comforts, passengers experience a unified journey where every detail has been tailored with luxury in mind.
Dining That Delivers, from Gate to Altitude
One of the defining elements of the collaboration is its culinary program, carefully designed to span the entire journey. On the ground, the airport lounge features a menu inspired by IHG’s renowned Chinese fine dining restaurant. Signature selections include the “10 Bites” tasting experience, local specialties such as savory broth wontons, and a delicately brewed coconut white tea crafted exclusively for the lounge setting.
Once in the air, passengers—particularly those traveling in business class—are introduced to new inflight dining menus rooted in regional flavors and global culinary trends. A key offering, titled “The Flavours of Suzhou and Hainan,” brings together the sophistication of Huaiyang and Cantonese cuisine, enriched with seasonal ingredients from Hainan Island. This approach allows travelers to engage with cultural traditions through the universal language of food.
For guests favoring Western fare, the CHAR Bar & Grill inflight concept, “Grilled & Gliding,” presents a dynamic take on contemporary grill culture. The menu showcases charcoal-fired dishes that adhere to the restaurant’s “new five senses” philosophy, designed to appeal to taste, aroma, texture, and ambiance—even while cruising at altitude.
Commitment to Service Excellence
The expanded partnership is built on a foundation of shared values, particularly a mutual dedication to exceptional service. Hainan Airlines’ long-standing track record of reliability and innovation, including millions of flight hours and an extensive network of domestic and international routes, reinforces the airline’s commitment to providing comfort and quality across all touchpoints.
This service-driven philosophy is mirrored by IHG, which continues to prioritize guest experience through every stage of the hospitality lifecycle. From seamless digital check-ins to premium room amenities and curated guest services, IHG’s approach complements the refined service passengers receive from check-in through landing.
A Bold Vision for the Region
As IHG celebrates five decades in the region, this collaborative venture signals a bold vision for what lies ahead in Asia-Pacific’s luxury travel market. With evolving traveler expectations and a heightened desire for convenience, personalization, and wellness, this model of integrated experiences answers a growing demand for holistic journeys.
More than just a business partnership, the initiative serves as a blueprint for how the hospitality and aviation sectors can evolve together. The Shanghai-to-Hainan route, where this integrated experience first takes flight, is expected to act as a scalable model for further expansion across high-traffic routes throughout Asia.
Beyond Borders: Reimagining Travel for the Modern Era
By blurring the lines between hotel and airline experiences, IHG and Hainan Airlines have introduced a travel model that feels intuitive, elevated, and deeply customized. The co-branded services—from the design of lounges and aircraft to the culinary programs and member benefits—create a luxurious continuum that reflects how travelers increasingly value coherence and ease.
As more travelers seek memorable experiences over standard offerings, this partnership rises to meet that demand, emphasizing quality, cultural resonance, and immersive storytelling at every step of the journey.
A New Benchmark in Co-Branded Travel
With this next-level alliance, IHG Hotels & Resorts and Hainan Airlines are not simply responding to changing market dynamics—they are helping define them. Their shared vision has led to the creation of a seamless, premium ecosystem where hospitality and aviation converge, setting a new benchmark in Asia’s luxury travel industry.
“Where Dreams Bloom, Journey to the Oasis” is more than a campaign—it represents the evolving narrative of travel itself. One where convenience meets elegance, and where every element, from the airport gate to the hotel suite, contributes to a singular, elevated experience.
As this collaboration unfolds, travelers can expect more than just flights and accommodations—they’ll embark on journeys designed with purpose, precision, and unparalleled attention to detail. The future of luxury travel, it seems, is already boarding.
