Women’s Rugby Takes Centre Stage as IHG Hotels & Resorts Unveils Emily Scarratt as its ‘Fancierge’ for the Guinness Women’s Six Nations

• New research from IHG Hotels & Resorts, official hotel partner of Guinness Six Nations, has found that more than half (57%) of sports fans agree women’s rugby delivers an entertainment experience rivalling the men’s
• With women’s sport enjoying new heights of popularity, for travelling fans, match weekends are increasingly turning into mini getaways, with 88% turning match days into weekend trips - and 72% saying some of the best moments happen beyond the stadium
• Answering the call for memory-making moments, IHG Hotels & Resorts rolls out ‘Fancierge’, curating bookable culture-led experiences for travelling Guinness Women’s Six Nations fans
• Fans can sign up at ihgfancierge.com for these complimentary pre-match experiences tried and tested by rugby legends Emily Scarratt and Joe Marler at select host cities during the women’s championships

As fans across Europe, the UK and Ireland eagerly anticipate what’s set to be the biggest Guinness Women’s Six Nations ever, IHG Hotels & Resorts - official hotel partner of the Championships - reveals 92% of sports fans agree that watching the Guinness Women’s Six Nations live is an inclusive and entertaining experience with nearly half (46%) stating they’d consider a weekend away to watch a Guinness women’s Six Nations match.

Catering to the growing demand for fans travelling to see Six Nations matches, and record-breaking ticket sales weeks ahead of the championship, IHG Hotels & Resorts launches ‘Fancierge’, a concierge-style initiative offering complimentary experiences in host cities throughout the tournament. IHG’s ‘Fancierge’ is dedicated to rugby fans and reflects their evolving desire to maximise their time away to explore and connect with host cities beyond the match itself. The initiative, led by rugby legend Emily Scarratt, is designed for the growing number of fans now travelling to watch women’s games as the sport enjoys unprecedented growth in popularity. The research commissioned by IHG Hotels & Resorts into the rituals of rugby fandom shows how match weekends have become a full-blown cultural event, where supporters chase shared moments, personalised traditions, and total immersion far beyond the final whistle.

Introducing Emily Scarratt, IHG Hotels & Resorts ‘Fancierge’ for the Guinness Women’s Six Nations

Rugby icon and 11x Six Nations champion, Emily Scarratt, has been handed the keys as IHG Hotels & Resorts ‘Fancierge’, helping supporters unlock the culture and unique experiences of host cities throughout the Guinness Women’s Six Nations.

Joining Joe Marler to put the experiences to the test, Emily has curated a fresh selection of fan-first activities across the host cities.

Survey says… take your trip beyond 80 minutes!

• 57% of sports fans agree that women’s rugby delivers an entertainment experience that rivals men’s.
  
  
• 88% of sports fans say they would extend a trip to watch a sporting event to turn it into a full weekend getaway, with exploring the host city (66%), trying local food (56%) and visiting local landmarks (49%) being the most appealing experiences.
  
  
• 72% of fans believe that some of the most incredible memories during a weekend trip happen outside of the stadium.
  
  
• A staggering 91% agreed that they’re more likely to add an extra night to a sports trip now than they would have five years ago, reflecting a growing trend towards sport-driven city breaks.
  
  

Rugby icon, Emily Scarratt, comments: “I’m excited to step into the ‘Fancierge’ role with IHG Hotels & Resorts at such a landmark moment for the Guinness Women’s Six Nations. With this year set to be the biggest championships yet, ‘Fancierge’ experiences are not just about celebrating what happens on the pitch, they’re about the entire match weekend and exploring the cultures of the host cities, from mastering Irish dancing to crafting delicate French patisserie, because it’s those moments beyond the stadium that transform a great game into an unforgettable escape.”

Rugby legend, Joe Marler, added: “The momentum behind women’s rugby right now is incredible, and I can’t wait for this year’s Guinness Women’s Six Nations to kick off. 80 minutes on the pitch is always world-class drama, and travelling to the matches not only provides unforgettable in-stadium experiences but also the opportunity to discover the cities they’re in. That’s why I’m buzzing to be working alongside an all-time great and good friend, Scaz (Emily Scarratt), to bring IHG Hotels & Resorts ‘Fancierge’ initiative to the Women’s championships.”

Karin Sheppard, SVP & Managing Director, Europe, at IHG Hotels & Resorts, comments: “Women’s rugby is enjoying a time of real momentum, and the Guinness Women’s Six Nations is set to deliver another outstanding tournament for fans across Europe. As the official hotel partner for the third year, we’re delighted to help supporters make the most of their travels through our “Fancierge” service, connecting them with unforgettable local experiences beyond the stadiums.”

With 21 different brands to choose from, there’s an IHG hotel to suit every type of fan as they travel for the Guinness Six Nations. Fans can score Emily Scarratt and Joe Marler’s curated ‘Fancierge’ experiences for themselves throughout the Championships, giving travelling supporters insider access to the very best each host city has to offer. Fans can book on at ihg.fancierge.com.

IHG Hotels & Resorts (tickers: LON:IHG for Ordinary Shares; NYSE: IHG for ADRs) is a global hospitality company, with a purpose to provide True Hospitality for Good.

With a family of 21 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes with over 160 million members, IHG has more than one million rooms across 6,963 open hotels in over 100 countries, and a development pipeline of a further 2,300 properties.

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The findings presented in this release are based on a nationally representative online survey conducted for Nul via research and insights agency Perspectus Global in January 2026.

Perspectus Global adheres strictly to the highest standards of market research and insight, in full compliance with the ESOMAR principles and the Market Research Society (MRS) Code of Conduct. All data collected and processed is strictly confidential.

For any questions or additional information, please contact ihg@pitch.co.uk

Complimentary ‘Fancierge’ experiences available to book include:

• 11 April - London, England (Thames Rib Speedboat Experience)
• 18 April - Cardiff, Wales (Paddleboarding and Spa)
• 25 April - Parma, Italy (Parma food tour & tasting)
• 9 May - Edinburgh, Scotland (Highland Games)
• 17 May - Bordeaux, France (Pastry making)
• 17 May - Dublin, Ireland (Traditional Irish dance lessons)