InterContinental Hotels Group is tapping into new traveller behaviours and emerging guest priorities at Fiji’s luxury end, with a sharpened focus on wellness, weddings, golf and even sleep, says Akshay Singh IHG director of Sales & Marketing, Regional Commercial Leader APAC.
Speaking to Travel Weekly at the Fiji Tourism Exchange, Singh said booking patterns at InterContinental Fiji Golf Resort & Spa have remained “steady” despite global uncertainty, reinforcing Fiji’s position as a safe, close-to-home escape for key markets, particularly for Australian and New Zealanders.
And he should know, having spent almost five years at Flight Centre Travel, the latter part of which was as leader and product manager – Bali & South Pacific. Add to that his award of Australasia & Pacific Commercial Leader of the Year (2024) at IHG Hotels & Resorts and Sales Associate of the Year (2025) at Hotel Management Awards and he is well-versed in local habits.
Singh is currently serving in a dual leadership role as the regional director plus director of Sales & Marketing at InterContinental Fiji, one of the South Pacific’s flagship luxury resorts.
“There’s no great deal of cancellations. It’s been consistent, which is quite encouraging,” he said. “Given Fiji’s location, its reputation for safety and security, and what’s happening globally, it does feel like an opportunity to establish ourselves further in new markets.”
Australia remains the dominant source market for the resort, accounting for around 60 per cent of guests – well above the national average. But Singh noted that shifting global travel patterns could open the door to broader geographic reach.
“One thing I learned early in my career is Australians don’t stop travelling,” he said, referencing his near two decades in the industry, including his time with Flight Centre. “They simply adjust – long haul becomes short haul, short haul becomes domestic. Travel is part of the fabric of life.”
That adaptability, combined with Fiji’s perceived tranquility, is helping to sustain demand.
“The world is a scary place at the moment,” Singh said. “Here, it almost feels like that doesn’t exist. Someone described Fiji to me as a ‘five-day hug’ – and that sense of authenticity and kindness is very real.”
Diversifying beyond the family core
While the resort remains firmly positioned as a family and multi-generational destination, Singh said InterContinental Hotels Group is actively diversifying its offering.
“We’re quite lucky that the resort is very versatile,” he said. “We’ve traditionally done well with families, groups and incentives, but we’re now pushing into new spaces.”
A major pillar of that strategy is golf tourism, anchored by the neighbouring Natadola Bay Championship Golf Course, designed by Fijian legend Vijay Singh.
“It’s the best golf course in Fiji by a long way,” Singh said. “Fifteen of the 18 holes have ocean views – it’s a stunning experience.”
Over that past 18 months, since purchasing the course, the resort has invested heavily in elevating the golf proposition, including new dining venues, extended tee times and the appointment of a director of golf operations with international experience.
“We’ve really focused on integrating the golf experience with the hotel – on and off the course,” he said. “It’s about creating a seamless, premium offering.”
Future plans include a purpose-built wedding ceremony venue overlooking the course, with panoramic ocean views and sunset positioning for up to 100 guests and expected to launch in 2027.
“It would be the first dedicated golf course wedding venue in Fiji,” Singh said. “It also allows us to host celebrations without impacting other guests.”
Wellness goes beyond the spa
Wellness is another key growth area, with the resort expanding into more contemporary and functional health experiences.
“Longevity and medicinal wellness are big trends right now,” Singh said. “We’re creating facilities so guests can continue their routines while on holiday.”
Recent additions include cold plunge pools, infrared saunas – with more on the way – and plans for an Endless Pool system for resistance swimming.
“It’s about enabling guests to maintain their lifestyle, even while they’re escaping the world,” he said.
A new spa salon is also in development, designed to cater to weddings and events with full-service beauty and grooming offerings, inlcduignm a nail salon, hair and make-up.
Entering the ‘sleep tourism’ space
Perhaps the most distinctive innovation is the resort’s move into sleep tourism – an emerging niche that Singh believes aligns naturally with Fiji’s positioning as a restorative destination.
“We did some research that showed 85 per cent of Australians snore while travelling, and many are impacted by their partner’s sleep,” he said. “Me included!
“So we saw an opportunity.”
Upon arrival, guests are welcomed with a Sweet Dreams Kit, launched around the recent World Sleep Day, which includes a curated sleep kit created in partnership with The Goodnight Co and featuring: eye masks, zzZone Nasal Strips and Mouth Tape, The Goodnight Co. Magnesium Oil and Deep Sleep Blend in carbon-neutral packaging, plus a pre-arrival consultation with a sleep expert and practical guidance for improving rest.
“If we can improve someone’s sleep by even 20 per cent, that’s a win,” Singh said. “They’ll have a much better holiday.”
The initiative includes partnerships with Australian sleep brands and is designed to address common travel disruptors such as jet lag and unfamiliar environments.
“We’re not turning it into a clinical experience,” he added. “It’s about simple, effective tools that help people rest and reset.”
A sanctuary in uncertain times
Underlying all of these initiatives is a broader brand philosophy centred on escape and reconnection.
“We describe the resort as a ‘timeless sanctuary of soul-enriching luxury’,” Singh said. “The timeless part is about disconnecting – you lose track of time. The soul-enriching part is the Fijian people, the conversations, the warmth.”
As global uncertainty continues to shape traveller sentiment, Singh believes Fiji, and InterContinental’s evolving offering, are well placed.
“People are looking for somewhere they can truly switch off,” he said. “If we can deliver that, along with meaningful experiences, then we’re in a very strong position.”
