IHG unveils plans for new midscale brand
InterContinental Hotels Group has unwrapped a few details about a new midscale brand.
Unveiled at the 2017 Americas Conference in Las Vegas, IHG is still to reveal the name.
IHG said it would be priced a little cheaper than its Holiday Inn Express brand and aimed at guests who want ‘the basics done exceptionally well’.
"This new brand builds on IHG’s leading position in the midscale segment alongside Holiday Inn and Holiday Inn Express. It addresses the needs of a rapidly growing and underserved segment and we believe it will shape the future of this unique midscale category," said IHG CEO Richard Solomons.
The first hotels will be under construction by 2018 with an average size of about 100 rooms.
Rooms will feature smart TVs, built-in work spaces and in-room climate control.
They will offer the ‘best-in-class sleep experience’, while some locations will have a pool.
Americas CEO Elie Maalouf said the brand was targeted at travellers who often spend hours researching hotels to find a great and affordable lodging experience in this segment.
"When they can’t find it, they compromise, accepting lower standards and an inconsistent experience to get the price they want. We will change that with this new brand by delivering a superior guest experience that doesn’t currently exist at this price point," said
Details of the brand name and logo will be announced at a later date.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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