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IHG Hotels & Resorts is a global hospitality leader with a portfolio of iconic brands, including Holiday Inn, EVEN, and Hotel Indigo. With thousands of properties worldwide, IHG relies on a strong digital ecosystem to help individual hotels reach travelers, drive reservations, and promote meetings and events. Keeping that ecosystem current and comprehensive requires both speed and precision, especially when onboarding new hotels at scale.
The Challenge
IHG faced an aggressive year-end goal: onboard a high volume of individual hotels to the IHG website between July and December. Each onboarding required SEO-informed content, brand-aligned copywriting, and accurate implementation to ensure every hotel launched with a polished, performance-ready presence.
To meet the deadline, IHG needed additional support who could quickly integrate into existing workflows, manage high-volume content production, and maintain consistency across multiple brands—all without slowing internal teams.
The Wripple Solution
IHG partnered with Wripple to embed experienced freelance talent directly into its website content operation. Through Wripple’s platform, IHG sourced multiple Website Content Managers who could immediately support project management, SEO coordination, copywriting, and publishing across hundreds of hotel pages.
Wripple’s flexible talent model allowed these freelancers to work as true extensions of the IHG team, leveraging internal training, tools, and documentation to ramp up quickly. This collaborative approach enabled faster onboarding, smoother execution, and consistent quality across properties, helping IHG stay on track to meet its ambitious goals.
“The internal client team is excellent to work with. They have all rolled up their sleeves and done the same work previously—or they’re doing it right alongside the freelance team. They’re well-positioned to provide step-by-step training materials and answer all those ‘gotcha’ questions that always come up in digital field marketing or website migrations.” - Evelyn C., Website Content Manager
The Talent
Evelyn C.
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Matthew S.
Results + Impact
With Wripple’s embedded support, IHG accelerated its hotel onboarding efforts while maintaining brand standards and SEO best practices across multiple hotel brands. Hotels added to the website gained access to professional digital marketing support designed to increase reservations and drive meetings and events bookings.
The result: a streamlined onboarding process, a stronger digital footprint for individual properties, and positive outcomes for hotels, guests, and the IHG team alike.
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