Source: IHG
Source: IHG

Sydney, Australia – IHG Hotels & Resorts is offering festival-goes and consumers a stress-free way to plan their next holiday at South-by-South-West Sydney (SXSW) this October 14-20, thanks to innovative technology that taps into the subconscious mind. The aptly-named IHG Hotels & Resorts ‘Mind Lobby’ is a futuristic, experiential activation that will launch on Sydney’s International Convention Centre Forecourt throughout the week-long event and sits at the heart of IHG’s official partnership with SXSW Sydney 2024.

Using cutting-edge eye-tracking technology, the IHG Hotels & Resorts Mind Lobby is a cinematic experience that tracks and monitors user’s reactions to image and video content of immersive travel destinations around the world. In less than 60 seconds, it reveals user’s true travel desires, uncovering the specific typology of holiday experience consumers truly crave, whether it’s a Culinary Indulgence, a City Escape, a Sundrenched Retreat, a Holistic Haven, or Remote Escapism.

The launch of the Mind Lobby follows new research from IHG Hotels & Resorts, revealing that Aussie travellers (61%) are feeling overwhelmed by important decisions. Surprisingly, choosing a holiday destination (41%) ranks among the top three biggest stressors, closely following starting a new job (57%) and planning a major family event (45%).

According to the data, 2-in-5 (38%) Aussie travellers find the abundance of travel options more overwhelming compared to five years ago, with 1-in-4 (29%) feeling lost and uncertain when wading through the options, making it increasingly difficult to discover what they truly desire.

IHG Hotels & Resorts has really carved its niche in the hospitality space by offering guests meaningful choice and exploring highly-differentiated ways for guests to show up and be themselves. IHG’s Mind Lobby offers the perfect blend of allowing travellers to explore what they really want, while showcasing the very best of SXSW Sydney’s futuristic and innovative energy. We’re thrilled to be able to offer travellers a memorable space to explore their subconscious and then having a distinct and diverse portfolio of stay brands to make their dreams a reality. Dean Jones, Vice President of Commercial, East Asia & Pacific for IHG

Consequently, the overwhelming number of decisions is fueling holiday blues among Aussie travellers, with only half (51%) feeling satisfied with their holiday decisions, even after spending an average of 24 hours planning their trips.

Some Aussie travellers (18%) go as far as admitting they regret their travel decisions, with many feeling pressure to make quick decisions (34%), felt rushed from too many choices (34%), picked a convenient choice instead of what they truly wanted (31%), or didn’t look into their options as thoroughly as they would usually as there were too many options (29%).

Australian psychiatrist, Dr Kieran Kennedy, isn’t surprised Aussies are feeling overwhelmed with decision fatigue, noting he sees the impact of the mental load every day.

When we’re faced with too many choices, our brain is triggered into overdrive, provoking overwhelm and slowing down our ability to make clear decisions. 

I always encourage people to use their gut instincts as one means of helping guide making decisions. It’s common for people to second-guess their gut reactions, but these instincts are often shaped by a wealth of information held within our subconscious mind and past experiences, often processed without our conscious awareness. In moments of decision overload, tapping into our gut instincts and the subconscious can be a tool to help guide us toward what truly resonates with us.

This year at SXSW Sydney, IHG Hotels & Resorts invites badge-holders, festival-goers and visitors to seek out the holiday they truly desire at the IHG Mind Lobby. Located on the forecourt of the International Convention Centre (ICC), the immersive experience will be open from Monday 14 October to Sunday 20 October during the following hours:

  • Monday, 14 October–Wednesday, 16 October: 9am-5pm
  • Thursday, 17 October–Friday, 18 October: 10am-6pm
  • Saturday, 19 October: 12-9.30pm
  • Sunday, 20 October: 12-4pm

IHG Hotels & Resorts will also provide a retreat to rest and recharge at the IHG Lounge, offering complimentary barista coffee, refreshments and wireless charging stations, bringing IHG Hotels & Resorts’ hospitality to the heart of the action.

Attendees can also enter a daily draw to instantly win one million IHG One Rewards points to turn their dream holiday into reality. A million points could see a lucky member holidaying for multiple weeks of the year across IHG’s extensive portfolio of hotels and resorts, from a week spent in an overwater bungalow at InterContinental Maldives Maamunagau Resort, to the coast of Ishigaki in Japan or even a private pavilion on InterContinental Hayman Island Great Barrier Reef.

IHG Hotels & Resorts empowers travellers by providing meaningful choices that ease the burden of decision fatigue and cater to a diverse mix of preferences and travel styles, ensuring every guest can find the perfect experience tailored to their desires. With over 6,300 properties and an industry leading loyalty program, IHG One Rewards, IHG offers a portfolio of hotels across three distinct portfolios – luxury & lifestyle, premium and essentials – including loved brands such as InterContinental, Kimpton, Crowne Plaza, voco, Hotel Indigo, the Holiday Inn family and more.

The official partnership with SXSW Sydney 2024 builds on IHG Hotels & Resorts’ enthusiasm and passion for aligning with creative thinkers, innovators and technological futurists, and takes spirit from IHG’s long pioneering history. For more information, visit IHG.com.au or sxswsydney.com.

About IHG®

IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.

With a family of 17 hotel brands and IHG Rewards, one of the world's largest hotel loyalty programmes, IHG has over 6,000 open hotels in more than 100 countries, and a further 1,800 in the development pipeline.

InterContinental Hotels Group PLC is the Group's holding company and is incorporated and registered in England and Wales. Approximately 350,000 people work across IHG's hotels and corporate offices globally.

Visit us online for more about our hotels and reservations and IHG Rewards. For our latest news, visit our Newsroom and follow us on LinkedIn, Facebook and Twitter.