When a tourism slogan makes no sense

It might have seemed clever at the time, but a new tourism slogan really does not make any sense.

IHG Hotels and Resorts has rolled out a new global marketing campaign, Guest How You Guest.

Officially launched in the US and UK this week, and globally later this year (maybe), the multimillion-dollar Guest How You Guest campaign apparently shows how guests can define their own journey at IHG hotels.

Claire Bennett, global chief customer officer for IHG, said: “When you look around, it’s hard not to notice that travellers are increasingly left to fend for themselves, and that’s simply not what being a guest should feel like.

"The campaign sends the message that you don’t always have to do everything. We’re here to take care of all of you.”

Which is fine and dandy (IHG have some excellent hotel properties), but I still don't understand the slogan.

The new campaign will be supported by the most extensive media campaign investment from IHG, Travel Mole reports.

Guest How You Guest campaigns will showcase a personalised stay at an IHG hotel.

The IHG brands include InterContinental, Kimpton, Indigo, Crowne Plaza, Voco, Holiday Inn and Holiday Inn Express.

Images and videos will appear online, in TV ads, magazines, billboards, murals and subway stations.

Armando Flores, the executive creative director for Grey New York, said: “At IHG Hotels & Resorts, you are not just staying somewhere, you’re actually being looked after and able to guest in whatever way that works for you - and that’s the story we are telling with this campaign.”

To guest. That's an impressive new way of mangling the English language.