IHG Hotels & Resorts Launches ‘Fancierge’ Service for Guinness Six Nations Fans
IHG Hotels & Resorts, the official hotel partner of the Guinness Six Nations, has introduced its first-ever ‘Fancierge’ service, designed to help travelling rugby supporters make more of their matchday weekends beyond the stadium.
Launched ahead of the tournament’s return across Europe, the UK, and Ireland, the concierge-style initiative focuses on pre-match rituals and local experiences that begin well before kick-off. The programme is aimed at fans who view an 80-minute rugby match as part of a broader city break, combining sport, culture, food, and local exploration.
The ‘Fancierge’ concept is informed by new research commissioned by IHG Hotels & Resorts, which highlights how rugby fans are increasingly extending their trips to fully engage with host cities. According to the findings, sporting weekends are now treated as immersive cultural experiences, with travellers prioritising shared moments, local traditions, and city discovery alongside the match itself.
The research shows:
88% of sports fans would extend a trip around a live sporting event to create a full weekend break
72% believe many of the most memorable moments happen outside the stadium
66% want to explore host cities, 56% want to try local food, and 49% want to visit landmarks
91% say they are more likely to add an extra night to a sports trip compared to five years ago
Former England international Joe Marler has been appointed as IHG’s first ‘Fancierge’, curating local experiences across Six Nations host cities. In this role, Marler has tested and selected activities to help fans connect with each destination’s culture.
His curated experiences include exploring Rome on a Vespa, paddleboarding in Cardiff before a spa visit, participating in Highland Games in Edinburgh, engaging with local music traditions, and sampling regional cuisine. These experiences are intended to complement matchday schedules and offer insight into each city’s character.
Marler commented that while the intensity of a rugby match is central to the experience, travelling fans often value the time spent exploring the city just as much as the game itself.
As part of the launch, Joe Marler also shared personal matchday rituals that help him prepare, including exploring the city, baking, spa treatments, yoga sessions, and listening to music. These rituals reflect the wider theme of the ‘Fancierge’ service, which encourages fans to personalise their matchday journeys.
Karin Sheppard, SVP & Managing Director, Europe, at IHG Hotels & Resorts, said the initiative reflects changing fan behaviour, with more supporters travelling for sport and staying longer to experience destinations more fully. She added that as official hotel partner of the Guinness Six Nations for the third consecutive year, IHG aims to help fans discover host cities through curated local experiences supported by its diverse hotel portfolio.
With 20 hotel brands across its portfolio, IHG offers accommodation options for a range of travel styles and budgets. During the tournament, fans can access selected ‘Fancierge’ experiences in host cities, with some weekends hosted by local rugby figures.
Bookings and further details are available via ihg.fancierge.com, allowing fans to plan rugby-focused city breaks throughout the Guinness Six Nations.
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