IHG Hotels & Resorts Launches ‘Fancierge’ to Elevate Guinness Women’s Six Nations Travel Experience

IHG Hotels & Resorts has introduced a new concierge-style initiative, ‘Fancierge’, aimed at enhancing the travel experience for fans attending the Guinness Women’s Six Nations, as interest in women’s rugby continues to surge across Europe, the UK, and Ireland.

The launch comes amid growing demand for sport-led travel, with research commissioned by IHG revealing that 92% of sports fans view attending the tournament live as an inclusive and engaging experience. Nearly half of respondents (46%) also indicated they would consider planning a weekend getaway around a match.

Women’s Six Nations Gets a Travel Upgrade with IHG’s ‘Fancierge’

Designed to cater to this trend, ‘Fancierge’ offers curated, complimentary experiences in host cities throughout the championship. The initiative aims to encourage fans to explore destinations beyond the stadium, aligning with the increasing desire for immersive and culturally rich travel experiences.

The programme is led by Emily Scarratt, an 11-time Six Nations champion, who has been appointed as IHG’s ‘Fancierge’. She is joined by Joe Marler to help showcase and test a range of fan-focused activities across host destinations.

According to the study, 88% of sports fans are willing to extend their trips into full weekend breaks, with exploring local cities (66%), trying regional cuisine (56%), and visiting landmarks (49%) among the most popular activities. Additionally, 72% believe that the most memorable moments of such trips occur outside the stadium, while 91% are more inclined to add an extra night compared to five years ago.

The initiative reflects the broader momentum behind women’s rugby, with increasing attendance, record ticket sales, and growing international interest. ‘Fancierge’ experiences are designed to complement the on-field action by offering fans opportunities to engage with local culture—from traditional dance experiences to culinary workshops—across tournament host cities.

Karin Sheppard, Senior Vice President and Managing Director for Europe at IHG Hotels & Resorts, said, 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.”

Emily Scarratt, comments: “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, added: “The momentum behind women’s rugby right now is incredible, and I can’t wait for this year’s Guinness Women’s Six Nations to kick off. 80 minutes on the pitch is always world-class drama, and travelling to the matches not only provides unforgettable in-stadium experiences but also the opportunity to discover the cities they’re in. That’s why I’m buzzing to be working alongside an all-time great and good friend, Scaz (Emily Scarratt), to bring IHG Hotels & Resorts ‘Fancierge’ initiative to the Women’s championships.”

With a portfolio of 21 brands, IHG Hotels & Resorts continues to position itself at the intersection of hospitality and experiential travel, tapping into the growing trend of sports-driven tourism. The ‘Fancierge’ service is now available for fans to book throughout the duration of the tournament.