Skift Take

This is a genius use of content marketing for the new hotel brand, which is providing useful information for its guests as well as creating a new source to attract new customers and raise brand awareness. Now it just needs to open one of the hotels.

InterContinental Hotels Group‘s new wellness brand EVEN Hotels is launching a website with news and information that help road warriors make healthy choices.

The site will feature original articles and tips from influencers in the health and wellness field as well as curated content and guests’ tips. The goal is to help guests find the best places to eat and have fun in U.S. cities.

The site will be updated two to three times per week. Guests will be encouraged to share their own tips under the CityView section of the website, which offers more localized content for nine U.S. cities.

The section launched with information for Atlanta; Boston; Chicago; New York; Norwalk, Connecticut; Portland, Oregon; Rockville, Maryland; and Washington, D.C. It will add Seattle and San Francisco in the near future.

“EVEN Hotels was created to inspire the wellness-minded traveler – estimated to be 40 percent of the mainstream traveling public – and to help them maintain their balance wherever they are,” Adam Glickman, head of EVEN Hotels, said in a statement.

“ gives us the opportunity to develop a relationship with the wider traveling public.”

EVEN will open its first two properties in spring 2014. It has three additional properties in the pipeline.

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Tags: even, health, intercontinental hotel group

Photo credit: The biggest differentiator at Even's gym will be the staff leading routing and helping guests although quality cardio machines and free weights also help it stand out. EVEN Hotels / IHG

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