As the 2025 British & Irish Lions Tour roars to life here in Australia, IHG Hotels & Resorts has decided to show the travelling faithful exactly what world-class hospitality looks like (and then some).
Forget lukewarm airport greetings and awkward shuttle rides. When Gibraltar-based superfan Lawrence Hanlen landed in Sydney, he was expecting nothing more than a smooth transfer to InterContinental Sydney. What he got instead was Michael Hooper โ former Wallabies captain and all-round Australian rugby icon โ casually waiting behind the wheel of his luxury lift.
It was the kind of car ride most rugby diehards would sell a kidney for: stories from the locker room, classic Wallabies v Lions memories, and a few choice local tips peppered the journey through the Harbour City. No scripts, no marketing gimmick theatrics โ just a decorated legend playing guide with the same energy he used to bring to the breakdown.
But the welcome wagon didnโt end right there and then. Rolling up to the InterContinental Sydney, Hanlen was then greeted by none other than current Lions powerhouse, Andrew Porter, who scrummed his bags onto a luggage trolley and charged them into reception. Waiting behind the desk? Tommy Freeman, taking on concierge duties with a grin and a rundown of Hanlenโs bespoke itinerary.
The final flourish came courtesy of Finn Russell, who surprised Hanlen with a Lions jersey signed by the squad, a plush custom bathrobe, as well as a match tour ball โ all hand-delivered to his room by Hooper himself.
โFor a fan like Lawrence, itโs the kind of moment that cuts through,โ said Hooper.
โYou arrive off a long-haul flight, expecting the usual, and instead youโre talking rugby and sharing stories before youโve even dropped your bags. Thatโs the power of this game.โ
Hanlen, whoโs been living and breathing rugby for more than 45 years as a player and referee, was visibly blown away.
โThis was next-level,โ he said. โIโve travelled all over to follow the game, but nothing prepares you for something like this. IHG didnโt just welcome me to Sydney โ they made it unforgettable.โ
Itโs all part of IHGโs game plan for the Lions Tour. As the Official Hotel Partner, the brand has gone full tilt on fan engagement โ from rare signed gear and exclusive event access to Platinum tickets and behind-the-scenes experiences that are pure gold for IHG One Rewards members.
More than eight million points have already been cashed in on Tour experiences, with some perks โ like those Platinum Test tickets โ snapped up in less time than it takes to score a try.
And the momentumโs only building. IHG has rolled out immersive activations inside stadium precincts, with pop-ups in both the Lions Den and Wallabies Paddocks. Think buggy rides to your seat, exclusive merch drops, and the kind of bar setup that takes the edge off the final whistle (all wrapped in IHGโs signature hospitality).
The message is clear: IHG isnโt just putting fans close to the action. Theyโre putting them in it.
