leading the way in sustainable growth in hospitality

the challenge

Action handles corporate communications for, IHG Hotels & Resorts one of the world’s leading hotel groups, overseeing activities across regional growth markets in the GCC (primarily UAE and Saudi Arabia), Levant and Egypt.

our approach

Action’s responsibilities include strategic planning, securing top-level opportunities for IHG’s spokespeople, elevating the group and spokespeople through announcements and at key events (ATM, FHS, FII), and through targeted opportunities, in line with the group’s ongoing massive expansion. From March 2024 to January 2025, Action secured a total of 764 press clippings, amassing 718,526,340 in total circulation, USD7,384,074 in AD value and USD22,152,222 in PR value.

For IHG’s Giving for Good month, the organisation wanted to work with partners in the UAE to make an impact on the community, while measuring the environmental impact, all tying back to IHG’s Journey to Tomorrow messaging that always taps into the People and Planet pillars. Journey to Tomorrow is the group’s 10-year business plan, focussing on pillars including people, communities, carbon & energy, and waste.

Action curated a partnership to engage DGrade, a UAE-based organisation that provides businesses with sustainable solutions and converts recycled plastic bottles into clothing. Recycled plastic was converted into t-shirts, that were donated to Al Noor Training Centre for People of Determination which they could sell to raise funds, in addition to monetary contributions.

As part of the retainer agreement, Action oversees the group’s communications with a strategic focus on key objectives. This includes positioning IHG as a leading hospitality group with a growing luxury and lifestyle portfolio in the region. Additionally, Action works to elevate the profile of IHG’s leadership team, establishing them as thought leaders within the industry. The agency also provides support for corporate social responsibility initiatives (CSR), ensuring the effective promotion of IHG’s Journey to Tomorrow messaging. Furthermore, Action assists with the rollout of IHG’s employer branding campaign and other initiatives in Saudi Arabia, reinforcing the company’s presence and reputation in the market.