IHG’s new midscale brand unveiled as Avid Hotels
InterContinental Hotels Group’s recently announced new midscale brand now has a name.
Unveiled at the IHG Americas Conference in June, it will be called avid hotels.
IHG says there has been interest from more than 150 owners so far and the licensing process in the US has begun.
The first avid hotels locations will begin construction in early 2018 and start opening in 2019.
"We built our Holiday Inn Express brand into a hugely successful, leading midscale brand. Now, with the introduction of avid hotels, we’re set to add another one and extend IHG’s leadership position in this segment," said CEO Keith Barr.
"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 new brand will be priced about $10-15 less than Holiday Inn Express average room rates.
Hotels will be designed for new build construction featuring 95-100 keys over a minimum of three floors.
Fee discounts are up for grabs for the first 100 signed license agreements, IHG said.
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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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