Hospitality giant IHG has undergone a major rebrand, including a name change, a new visual identity and a re-grouping of its hotel portfolio.
IHG has added the ‘Hotels & Resorts’ descriptor to its trade name, reiterating the company’s collection of 16 brands.
The IHG Hotels & Resorts visual brand identity has been given a makeover with new colours, photography and font to “better tell the stories of the brand and make it more relevant and attractive to consumers – particularly a younger demographic of consumers, as well as hotel owners, colleagues and future talent around the world”.
The company’s loyalty program, IHG Rewards, has a corresponding new look and feel. The word ‘Club’ has been removed from its name to reflect “the warm welcome that is available to all”.
According to the group, IHG Rewards “will be seen out and about more often and in more places”.
IHG Hotels & Resorts is also now presenting its 16 brands in four collections: Lifestyle, Premium, Essentials, and Suites.
Claire Bennett, chief customer officer at IHG Hotels & Resorts, said: “The travel industry has faced challenges like never before, and while adapting to new realities, we’ve also stayed true to our roots.
“We have an incredible family of brands, centred around connecting people – strengthening family bonds, forging business partnerships, uniting far-flung friends, and engaging with our communities.
“Our evolved brand articulates how we bring our purpose of ‘True Hospitality for Good’ to life for our guests, hotel owners, colleagues, and communities.
“So, as we continue to lead through and beyond the pandemic, we’re clear who we are, what we stand for and how we can help guests open up their world again when they’re ready to travel.”