IHG Hotels & Resorts, one of the world's leading hotel companies, has announced a major partnership with SXSW Sydney 2024.

As an Official Partner, IHG will deliver a series of experiences, including the launch of an interactive, experiential activation, 'The Mind Lobby'. IHG is also the Official Partner of the SXSW Sydney Screen Festival 2024.

SXSW Sydney 2024, returning for its second edition from 14-20 October, is expected to be one of the most talked-about events of the year. The festival, which attracted almost 100,000 people in 2023, features a line-up of events and experiences across music, gaming, technology, and film. The Australian-born festival aims to continue engaging a diverse audience of creative thinkers, performers, and industry professionals.

The 'Mind Lobby' activation by IHG Hotels & Resorts is designed to disrupt the way people find travel inspiration, using eye-tracking technology to help guests discover their true travel desires. As Official Partner of the SXSW Sydney Screen Festival 2024, IHG will integrate into the festival’s 75+ screenings across six days, including a 30-second pre-film video and presenting the SXSW Sydney Best Feature Film Award.

“Partnering with SXSW Sydney was a natural fit,” said Matt Tripolone, Managing Director – Australasia & Pacific, IHG Hotels & Resorts. “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.”

Colin Daniels, Managing Director, SXSW Sydney 2024, expressed his excitement about the partnership. "We are thrilled to announce IHG Hotels & Resorts as the Major Presenting Partner of the SXSW Sydney 2024 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."

In the coming weeks, IHG Hotels & Resorts will reveal more on 'The Mind Lobby' and experiences for badge holders and attendees, including exclusive IHG One Rewards member perks and packages. IHG One Rewards members receive a 5% discount on accommodation while earning points and accessing a range of perks when booking direct.