As fans across Europe, the UK and Ireland gear up for the return of the Guinness Six Nations, IHG Hotels & Resorts has unveiled a brand-new way for travelling supporters to experience match weekends — and it goes far beyond the 80 minutes on the pitch.
As the official hotel partner of the Guinness Six Nations, IHG Hotels & Resorts has launched its first-ever ‘Fancierge’ service, a concierge-style offering designed specifically for rugby fans who treat matchday as the headline act of a full city break. The initiative taps into the rituals, traditions and pre-match moments that begin long before kick-off — and often well outside the stadium.
Rugby weekends are becoming full-blown cultural trips
The launch follows new research commissioned by IHG Hotels & Resorts, revealing that modern rugby fans are increasingly turning matchdays into immersive weekend getaways. According to the findings, supporters are prioritising shared experiences, personalised rituals and local culture just as much as the result on the scoreboard.
A huge 88% of sports fans say they would extend a trip to watch a live sporting event, with exploring the host city (66%), trying local food (56%), and visiting landmarks (49%) topping their must-do lists. Meanwhile, 72% believe their best memories happen outside the stadium, highlighting the growing appeal of sport-led travel.
It’s a trend that mirrors the rise of sport-driven city breaks, something we’ve previously explored in our Travel & Culture coverage, as fans seek deeper connections with the cities hosting Europe’s biggest events.
Joe Marler steps in as IHG’s first-ever ‘Fancierge’
To bring the concept to life, rugby legend Joe Marler has been appointed as IHG Hotels & Resorts’ inaugural ‘Fancierge’ — a role dedicated to helping fans unlock the culture, character and hidden gems of Six Nations host cities.
The former England prop has fully embraced the brief, diving headfirst into local traditions across Europe. From Irish dancing and singing with a Welsh male voice choir, to perfecting French patisserie, Marler has tested each experience himself before curating fan-first itineraries in partnership with IHG.
Highlights from the ‘Fancierge’ experiences include:
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A Vespa tour through Rome
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Stand-up paddleboarding in Cardiff, followed by a spa session
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Highland Games welly throwing in Edinburgh
Fans can watch Marler’s journey and behind-the-scenes experiences via IHG’s official campaign video, available here.
Fans are staying longer — and travelling further
The research also reveals how sport tourism is evolving. An overwhelming 91% of fans say they’re more likely to add an extra night to a sports trip now than they would have five years ago. Meanwhile, 88% agree that travelling abroad for live sport is becoming more popular, citing the chance for a weekend away (64%) and the growing excitement around live sport (42%) as key reasons.
Nearly half of sports fans (49%) say watching a Guinness Six Nations match live is one of their most sought-after sporting experiences, ranking it second overall.
Joe Marler’s top five matchday rituals
As part of the campaign, Marler has also shared the personal rituals that help him get into matchday mode — whether he’s playing or supporting from the stands:
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Taking in the sights with a motorbike ride around the city
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Home baking to find calm and focus
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A hotel spa massage to loosen up
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A yoga session for mental clarity
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Singing at full volume in the shower to boost confidence
IHG on redefining the matchday experience
Karin Sheppard, SVP & Managing Director, Europe at IHG Hotels & Resorts, says the initiative reflects how fans are travelling differently:
“IHG’s latest research shows fans are travelling more than ever to follow the sports they love — and staying longer to soak up the full experience. The Guinness Six Nations is a highlight of the European sporting calendar, and as official hotel partner for the third year running, we’re delighted to launch the new IHG ‘Fancierge’ service.”
With 20 hotel brands in its portfolio — from luxury stays to affordable city-centre options — IHG aims to cater to every type of travelling fan. Throughout the Championships, supporters can book Joe Marler’s curated ‘Fancierge’ experiences, with select weekends hosted by local rugby legends offering insider access to each destination.
Fans can explore and book experiences now via ihg.fancierge.com.
