IHG Hotels & Resorts has launched a global marketing campaign featuring German entertainer Palina Rojinski, titled “When the Host Needs Hosting.”
The initiative targets frequent hospitality providers by offering them curated, guest-focused experiences at select properties to contrast their usual professional responsibilities.
The campaign centers on the psychological shift required when individuals who typically manage the comfort of others transition into the role of a guest.
Rojinski, known for her work as a presenter and DJ, serves as the face of these efforts, documenting her stays across various IHG brands. According to the company, the narrative focuses on the necessity of providing high-end service to those who habitually shoulder the burden of hospitality themselves.
“Normalerweise bin ich diejenige, die sich kümmert und darauf achtet, dass sich alle wohlfühlen. Unterwegs genieße ich es deshalb besonders, wenn einmal jemand für mich da ist.”
The campaign creative features specific brand touchpoints, such as yoga sessions at Kimpton properties, late-night service at Ruby bars, and neighborhood exploration tours near Hotel Indigo locations.
To incentivize domestic engagement, IHG is rolling out “Hosted Like Palina” packages specifically for the German market. These packages are integrated into the IHG One Rewards loyalty ecosystem and allow members to redeem points for tailored experiences. Unlike standard room redemptions, these bundles include specific perks such as curated culinary offerings or branded merchandise, including an IHG-branded bathrobe.
The program is currently limited to specific properties within the company’s portfolio. Participation is confirmed for the following locations:
| Hotel Brand | Location |
|---|---|
| Kimpton Main | Frankfurt |
| Ruby Rosi Hotel | Munich |
| Hotel Indigo | Dresden – Wettiner Platz |
| Holiday Inn | Osnabrück |
Mario Maxeiner, Managing Director Northern Europe at IHG Hotels & Resorts, frames the campaign as a targeted effort to build brand loyalty among a specific demographic of high-frequency travelers.
„Mit ‘When the Host Needs Hosting’ rücken wir die Menschen in den Mittelpunkt, die für andere so oft unvergessliche Momente schaffen. Auch sie dürfen sich einmal zurücklehnen, abschalten und verwöhnen lassen“, erklärt Maxeiner.”
The campaign is not restricted to traditional television or print media. IHG is utilizing a digital-first distribution strategy, publishing episodic content on YouTube and Instagram.
The company confirmed that Rojinski is one of several global hosts participating in the campaign.
