IHG Hotels & Resorts to present ‘The Mind Lobby’ at SXSW Sydney as major partner

IHG Hotels & Resorts to present ‘The Mind Lobby’ at SXSW Sydney as major partner
Edited by Travel Weekly


IHG Hotels & Resort has announced a major partnership with SXSW Sydney 2024, bringing an array of innovative experiences to the renowned festival.

IHG will debut The Mind Lobby, an interactive, experiential activation that aims to revolutionise how people find travel inspiration at the 2024 event.

SXSW in Sydney last year. (Supplied)

Using eye-tracking technology, The Mind Lobby will help guests discover their true travel desires by dipping into their subconscious. 

It will also provide badge holders and consumers a chic retreat to rest and recharge, bringing IHG Hotels & Resorts’ hospitality to the heart of the action.

“Partnering with SXSW Sydney was a natural fit,” IHG managing director in APAC Mat Tripolone said.

“We know SXSW Sydney has cumulated an almost cult-like following of creatives and curious thinkers, and IHG Hotels & Resorts has been undergoing its own journey through technology and brand evolutions, making it the perfect time to interact with such a diverse audience.

“The Mind Lobby is a great example of how we’re showing up differently to engage audiences in new and memorable ways – and with a special SXSW Sydney futurist spin, it’s set to be an unforgettable experience.”

IHG is also doubling as the official partner for the SXSW Sydney Screen Festival in 2024.

Colin Daniels the managing director for SXSW Sydney 2024 said he is thrilled to announce the IHG as a major partner of the SXSW Sydney 2024 and the Screen Festival.

“This partnership reflects our commitment to celebrating creativity and innovation in the film industry, and we look forward to showcasing the incredible talent and stories that will emerge from this vibrant festival,” he said. 

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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