IHG Hotels & Resorts and MDLBEAST Collaborate for Futuristic Music Experiences

In a groundbreaking move, IHG Hotels & Resorts has joined forces with MDLBEAST, a prominent entertainment company deeply rooted in Saudi Arabia's music culture. This collaboration marks IHG's inaugural partnership with MDLBEAST, establishing the hotel chain as a key participant in various festivals throughout the kingdom.

As the official hotel partner, IHG Hotels & Resorts is poised to enhance the festival experience in Riyadh and Jeddah, offering immersive activations at the festival grounds. Attendees, including festivalgoers, music enthusiasts, and IHG One Rewards members, can anticipate unique highlights such as an upside-down hotel room container for captivating photos and a futuristic, AI-inspired secret room tailored for MDLBEAST's Gen Z and Millennial audiences, ensuring a distinctive and shareable experience.

The partnership debuted at XP Music Futures in early December 2023 in Riyadh. Soundstorm drew thousands of music fans, featuring stellar performances by industry giants such as Metallica, Timbaland, 50Cent, David Guetta, and Calvin Harris. Looking ahead to 2024, the collaboration will extend to the Red Sea at Jeddah's Balad Beast festival.

In a first for the region, IHG One Rewards members in the Kingdom of Saudi Arabia and the United Arab Emirates have been granted the opportunity to bid on VIP (Very Important Beast) festival tickets through IHG's Access platform. To enhance the festival experience, select IHG One Rewards members received invitations to the IHG Hotels & Resorts VIB hospitality box – a private, personalized experience curated by IHG.

Commenting on the partnership, Haitham Mattar, Managing Director India, Middle East & Africa, expressed excitement about engaging with IHG One Rewards members and the next generation of travelers. He emphasized the significance of connecting cultures through shared interests in travel, tourism, and technology, aiming to provide unmatched experiences aligned with the Saudi 2030 vision.

MDLBEAST, a leading entertainment company in Saudi Arabia, plays a crucial role in advancing the music industry, contributing to music tourism and bolstering the Kingdom's economy. IHG's partnership with MDLBEAST extends to the popular fan experiences of Soundstorm and Balad Beast, reinforcing IHG's commitment to delivering extraordinary moments and solidifying its position as 'the best place to be.