As travel gains significance among younger generations as a means of self-expression and connection, guest expectations are shifting. With over 230 million Gen Z consumers in Greater China, IHG is ramping up youth-focused initiatives across three key priorities: shared interests, travel value, and destination inspiration. Through partnerships like the King Pro League (KPL), student-exclusive offers, and curated itineraries, IHG is strengthening engagement and fostering long-term loyalty with the next generation of travelers.