IHG reveals name, details of new hotel brand

InterContinental Hotels Group have confirmed the name and open date for its much anticipated new midscale brand, which we reported on in June.

First introduced by InterContinental Hotels Group (IHG) in June this year, the new midscale hotel brand has been given the name avid hotels. It is expected to open its doors early 2019, with construction commencing early next year.

Avid hotels will aim to nail the ‘basics done exceptionally well’ approach, offering high quality with affordable prices that will be about $10-$15 less than IHG’s Holiday Inn Express.

“We built our Holiday Inn Express brand into a hugely successful, leading midscale brand,” Chief Executive Officer, IHG, Keith Barr said.

“With 14 million potential customers looking for the type of hospitality avid hotels will offer, this new hotel brand represents a significant growth opportunity for IHG and our family of owners.”

The brand logo will feature refreshing colours of red and aqua with a signature checkmark, confirming the confidence the new brand will deliver.

Exterior renderings have also been revealed, with the modern hotel design including open and airy retail-like entry, a canopy and a stairwell as a red architectural feature. On the inside is a vibrant open public and working area that fosters an inviting communal space for relaxing, working and eating.

The hotel will be equipped with the fastest Wi-Fi speed in the industry, and will leverage IHG’s cloud-based reservation system. Guests can also benefit from the IHG Rewards Club at avid hotels.

“We applied our insights, expertise and scale to deliver an experience that features modern and stylish designs, superior guest rooms and public spaces and great service – all at an excellent value,” Chief Executive Officer, IHG, The Americas, Elie Maalouf added.

“I have no doubt avid hotels will continue IHG’s success in delivering what our guests want, while driving superior returns for our owners.”

The guest rooms are constructed with sound reducing features and a dedicated workspace, open easy-to-use storage, as well as innovative entertainment options.

Avid hotels will be designed for new build construction on an average lot size of approximately 1.5 acres, and all will be built with a focus on environmentally friendly and efficient design.

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