How the Rugby World Cup is driving Australia’s next luxury hotel boom
If you’ve ever seen the tag “Official Hotel Partner” linking a hospitality chain to a major sporting event and thought, “What does that mean for me?”, then the 2027 Rugby World Cup might just be the time to find out.
IHG Hotels & Resorts is making an expanded play for Australian travellers, with major investment in its luxury hotels and the arrival of a new brand.
In Brisbane, the former Hilton, a Harry Seidler-designed landmark on Queen Street Mall, is undergoing a multimillion-dollar transformation into InterContinental Brisbane. The Woods Bagot redesign includes a revitalised atrium, new restaurants including an Argentinian grill, new room schemes, a new Club InterContinental lounge and expanded wellness facilities. The hotel remains open during works, scheduled to finish by early 2028.
Meanwhile, an agreement with developers Salter Brothers will see Melbourne’s riverside Crowne Plaza become an InterContinental, with a rooftop restaurant, club lounge and bathhouse. InterContinental Melbourne The Rialto will be transformed into Regent Melbourne by 2030, returning the ultra-luxury brand to Australia after 28 years.
In Canberra, the Crowne Plaza site will be redeveloped to accommodate both an InterContinental, with suites and a rooftop lounge overlooking Parliament House, and a new Hotel Indigo. IHG is also introducing its extended-stay Staybridge Suites brand to Australia.
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But bricks and mortar are only part of the strategy. IHG has signed on as Official Hotel Partner of Rugby World Cup 2027, which begins in Perth on October 1 next year and runs across seven Australian cities.
More than half the tournament’s 2.5 million tickets have already been secured. The remainder are on general sale, first come, first served, with pool matches from $40 for adults and Wallabies pool matches from $65.
The Wallabies open against Hong Kong China in Perth on October 1, meet New Zealand in Sydney on October 9, then play Chile in Brisbane on October 16.
Brisbane hosts 10 matches, including two quarter-finals; Melbourne gets eight at Docklands; Sydney stages both semi-finals and the final. Adelaide has six pool matches at Adelaide Oval – the makings of a very good South Australian holiday.
So where does the Official Hotel Partner come in?
IHG has promised special Rugby World Cup experiences for members of its free IHG One Rewards loyalty program, although details remain under wraps. According to World Rugby, IHG hotels will stage watch parties in all seven host cities and elsewhere in Australia, with a presence at stadiums and fan festivals.
Staying at an IHG hotel doesn’t automatically get you a match ticket, nor are official ticket-and-hotel packages restricted to IHG properties.
But membership brings hotel discounts, points towards future stays and other benefits, making it worth considering if you’re planning a rugby holiday.
See ihg.com; rugbyworldcup.com
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