The loyalty programme of IHG Hotels & Resorts teams up with the live entertainment promoter to offer members exclusive hotel-and-concert experiences across Greater China
IHG One Rewards, the global loyalty programme of IHG Hotels & Resorts, has formalised a partnership with Live Nation Asia covering the entire Greater China region. The announcement was made on 17 August 2026 in Shanghai, marking the first time hospitality and live entertainment have been brought together within the group’s loyalty ecosystem.
Under the agreement, new and existing IHG One Rewards members will gain access to exclusive travel experiences in the Hong Kong and Taiwan markets, combining stays at IHG hotels with selected concerts. The partnership also includes members-only ticket giveaways, along with promotions distributed across IHG One Rewards’ platforms and social media channels.
A partnership connecting hospitality and live entertainment
“Live entertainment is becoming an increasingly important reason to travel, with consumers seeking experiences that are personal, emotional and memorable. This partnership with Live Nation Asia across Greater China allows us to bring together live entertainment, hospitality and loyalty, giving our members seamless access to concerts, destination discovery and exclusive benefits in Hong Kong and Taiwan. Through the universal language of music, we want to create richer, more meaningful experiences for our guests”, said Rita Jiang, Chief Commercial & Marketing Officer, Greater China, IHG Hotels & Resorts.
James Dick, Executive Vice President, Partnerships & Media at Live Nation Asia, notes that a growing number of fans across Asia are choosing to travel to see their favourite artists perform, whether to a new city or across borders. For this audience, he explains, the experience extends beyond the show itself to encompass the journey, where they stay and the memories created along the way — a natural meeting point between live entertainment and hospitality.
Exclusive benefits in Hong Kong and Taiwan
The partnership initially targets the Hong Kong and Taiwan markets, two destinations with a high concentration of international music events and travelling audiences drawn from across the region. IHG One Rewards members will be able to combine a hotel stay with access to concerts, while also benefiting from dedicated ticket giveaways and promotions.
This approach reflects a broader trend observed across the sector: as loyalty programmes evolve in the region, hotel groups are seeking to offer members more ways to derive value from their membership beyond the traditional hotel stay.
Extending the IHG One Rewards ecosystem beyond hospitality
This partnership with Live Nation Asia extends a series of cross-sector collaborations undertaken by IHG One Rewards, following notably its association with the King Pro League (KPL) and its integration into Douyin’s loyalty programme. It confirms the group’s strategy of expanding its loyalty ecosystem into the worlds of travel, entertainment and lifestyle.
This momentum adds to IHG’s recent developments in the region, including the rollout of its Garner brand across Greater China and the celebration of its fifty years of presence in the country. The group had previously illustrated this same logic of diversifying its loyalty programme beyond hospitality through its cross-loyalty partnership with Japanese airline ANA.
With more than 160 million members worldwide, IHG One Rewards says it intends to keep creating new ways for its members to enjoy their travels and get more value from their membership.
At a glance by The Hospitality Tribune
Partnership: IHG One Rewards x Live Nation Asia, across the Greater China region
Markets: Hong Kong and Taiwan
Member benefits: hotel-concert travel experiences, exclusive ticket giveaways, promotions across IHG One Rewards platforms and social media
Announced: August 17, 2026, Shanghai
Context: follows prior collaborations with King Pro League (KPL) and integration with Douyin’s membership programme
Loyalty scale: more than 160 million IHG One Rewards members worldwide
