With insights from noted futurist Faith Popcorn, InterContinental Hotels Group revealed its vision for luxury travel over the next 70 years as part of the brand’s 70th anniversary. Popcorn, often called The Trend Oracle and consulted by many Fortune 500 companies, has built a reputation for highly accurate forecasts. Her outlook highlights several transformative trends that will redefine luxury hospitality, emphasizing immersive technology, bespoke experiences, and innovative design solutions.
One major theme is the widespread adoption of virtual reality (VR). As VR technology matures, it will enable travelers around the world to share simultaneous, immersive experiences of sought-after destinations or to explore otherwise risky environments in complete safety. These simulated journeys will complement—and sometimes substitute for—physical travel, offering new layers of convenience and accessibility without sacrificing the sense of discovery luxury guests expect.
Another important prediction is the rise of hyper-personalization powered by advanced manufacturing technologies like 3D printing. Hotels will have the capability to produce customized clothing and accessories tailored to each guest’s preferences, behavior patterns, and local weather conditions, creating a seamless, tailored stay. By combining personal data, biometric information, and guests’ stated tastes, hotels will anticipate needs and deliver highly curated experiences that feel spontaneous and effortless.
Popcorn also forecasts a shift in architectural approaches to hospitality. With urban populations projected to grow significantly—creating greater demand for usable space—luxury properties may expand downward as well as upward. Subterranean or terraced designs could become prevalent in dense urban centers, offering unique environments carved into the earth that still feel luxurious and exclusive. Despite structural changes, guests will retain control over aesthetics through immersive design tools: using VR and other interfaces, they will be able to customize room layouts, lighting, and decorative elements to suit their individual tastes.
Dining and entertainment venues within hotels will evolve into bespoke stages for memorable occasions. Restaurants, bars, and event spaces will increasingly offer one-of-a-kind settings—tailored ambiance, interactive menus, and themed environments—that respond dynamically to the guest’s preferences. This level of customization, combined with experiential programming, will make every meal and gathering feel exclusive and tailored.
InterContinental has already begun pushing boundaries with projects that embody this pioneering spirit. One standout example is the Songjiang Quarry Hotel near Shanghai, built into a 300-foot-deep quarry. The property showcases bold innovation with underwater guestrooms, facilities for extreme sports, and sustainable geothermal energy systems. It serves as a tangible expression of how creativity, engineering, and luxury hospitality can combine to create unforgettable travel experiences.
“In envisioning the future with InterContinental Hotels & Resorts to mark their 70-year anniversary, we’ve forecast what the future holds for luxury travel,” Popcorn said. “Consumers will be craving immersive experiences which will allow them to indulge in luxury in both a physical and a virtual sense. By harnessing virtual reality and the constant flow of personal likes, dislikes and bio-data, hotels will be able to provide guests with once-in-a-lifetime experiences seamlessly and spontaneously—or so it will seem.”
Simon Scoot, vice president of global brand strategy at InterContinental Hotels & Resorts, emphasized the brand’s long-standing commitment to innovation. “Innovation and pioneering spirit is in the InterContinental brand’s DNA,” he said. “Since the launch of the brand in 1946, followed by the opening of the first hotel in Belém, Brazil, InterContinental Hotels & Resorts opened the gateway to a whole new world of glamour and discovery for a jet-set generation.”
The convergence of VR, data-driven personalization, and inventive architecture points toward a future where luxury travel is defined by choice, adaptability, and immersive storytelling. As hotels harness emerging technologies and design approaches, they will craft experiences that feel both highly individualized and widely accessible—redefining what it means to travel in luxury for decades to come.