One of the world’s largest and leading hotel companies, IHG Hotels & Resorts, is helping event planners and buyers navigate the maze of endless travel options with its immersive Mind Lobby activation at AIME 2025 (The Asia Pacific Incentives and Meetings Event) in Melbourne, 10-12 February 2025.
The aptly-named IHG ‘Mind Lobby’ provides a futuristic, experiential experience that taps into the subconscious mind, offering AIME attendees a stress-free way to plan their next event.
Using cutting-edge eye-tracking technology, the IHG Hotels & Resorts Mind Lobby is a cinematic experience that tracks and monitors users’ reactions to image and video content of immersive destinations around the world. In less than 60 seconds, it reveals users’ true travel desires, revealing the ideal typology of experience. Whether it’s a Culinary Indulgence for an unforgettable team dinner, a City Escape for high-energy conferences, a Sundrenched Retreat for rejuvenation, a Holistic Haven for wellness-focused programs, or Remote Escapism for exclusive and immersive events, the Mind Lobby offers buyers a refreshed perspective to design meaningful and impactful experiences.
Located on the AIME exhibition floor across from the IHG Hotels & Resorts stand, the Mind Lobby is a product of IHG’s commitment to innovation, designed to address the overwhelming number of travel options and the increasing demand for more meaningful choices. As the MICE industry continues to evolve, personalistion is a key trend of 2025, with planners placing greater emphasis on venue selection to create memorable experiences. In response, the Mind Lobby provides actionable insights to help planners craft tailored events that meet these emerging needs.
Debuting at SXSW Sydney 2024 with over 500 participants, the Mind Lobby has been reengineered specifically for AIME and marks the first stop on the Mind Lobby’s roadshow, using technology to help planners discover the perfect destination for their next meeting or event.
AIME attendees will be inspired by IHG’s incredible portfolio of destinations around the world that offer MICE capabilities, including 50 world-class resort destinations in the East Asia & Pacific region alone, including Hayman Island, Bora Bora, The Maldives, Manza Beach in Japan, Fiji and Phu Quoc, as well as properties spanning vibrant cities, sun-soaked coastlines and picturesque rural landscapes.
“IHG Hotels & Resorts has long been dedicated to providing guests with meaningful choices, whether they’re travelling for leisure or planning the perfect setting for their next conference or event,” said Dean Jones, Vice President of Commercial, East Asia & Pacific for IHG. “We’re constantly seeking innovative ways to enhance the experience for both travellers and planners, and bringing the Mind Lobby to AIME offers a unique opportunity to engage with attendees while showcasing the diverse MICE options available within IHG’s portfolio.”
With over 6,500 properties and an industry-leading loyalty program, IHG One Rewards, IHG offers a portfolio of hotels across three distinct collections – luxury & lifestyle, premium and essentials – including loved brands such as InterContinental, Kimpton, Crowne Plaza, voco, Hotel Indigo, the Holiday Inn family and more, ensuring the right destination for any meeting, conference, or event.
