IHG Hotels & Resorts has announced its first-ever collaboration with MDLBEAST, a leading entertainment company based in Saudi Arabia. IHG will be a key partner in MDLBEAST’s prominent experiences, including hosting the largest music festival in the Middle East, MDLBEAST Soundstorm. As the exclusive hotel partner for MDLBEAST Soundstorm, IHG invites festival-goers to stay at any of its prestigious hotels under its portfolio of 19 brands, comprising over 6,000 hotels worldwide.
MDLBEAST is a Saudi-based entertainment company working to support Saudi Arabia’s Vision 2030 by bolstering the music tourism sector to become a key pillar of the country’s economy. IHG will play a crucial role in the beloved experiences for MDLBEAST enthusiasts, including the Soundstorm festival, which welcomed over 370,000 attendees in 2022.
As the official hotel partner for MDLBEAST Soundstorm, IHG Hotels & Resorts will provide guests, music lovers, and IHG One Rewards loyalty program members with a diverse range of innovative hospitality experiences during the festival. This includes an Upside-Down Hotel Room model for a unique and stunning experience, as well as a Secret Room from the Future inspired by artificial intelligence technologies, offering an engaging experience for festival-goers from Generation Z and millennials to enjoy and explore