IHG Hotels & Resorts has announced the launch of ‘Fancierge’, a new service aimed at supporters travelling for the Guinness Women’s Six Nations. The initiative is led by England rugby legend and 11-time Six Nations champion Emily Scarratt. As the official hotel partner of the tournament, IHG intends to provide fans with bookable, culture-led experiences in select host cities. These activities range from French patisserie classes to Irish dancing, allowing travellers to engage with the local area beyond the match.
The launch follows research commissioned by IHG which indicates a significant shift in sports tourism. The data reveals that 57 per cent of fans believe women’s rugby offers an experience that rivals the men’s game. Furthermore, 88 per cent of spectators now extend their match-day visits into full weekend trips. Exploring host cities is a priority for 66 per cent of these travellers, while 56 per cent are keen to try local food. A further 72 per cent of fans stated that their best memories often occur outside the stadium.
Emily Scarratt, IHG Hotels & Resorts ‘Fancierge’, said: “I’m excited to step into the ‘Fancierge’ role with IHG Hotels & Resorts at such a landmark moment for the Guinness Women’s Six Nations. With this year set to be the biggest championships yet, ‘Fancierge’ experiences are not just about celebrating what happens on the pitch, they’re about the entire match weekend and exploring the cultures of the host cities, from mastering Irish dancing to crafting delicate French patisserie, because it’s those moments beyond the stadium that transform a great game into an unforgettable escape.”
Joe Marler has joined Scarratt to test these fan-first activities. He noted that the momentum behind the women’s game provides a unique opportunity to discover new cities. Karin Sheppard, SVP & Managing Director, Europe, at IHG Hotels & Resorts, added: “Women’s rugby is enjoying a time of real momentum, and the Guinness Women’s Six Nations is set to deliver another outstanding tournament for fans across Europe. As the official hotel partner for the third year, we’re delighted to help supporters make the most of their travels through our “Fancierge” service, connecting them with unforgettable local experiences beyond the stadiums.”
