IHG Announces New Midscale Hotel Brand, Enhancements to Existing Chains

By Jesse Sokolow on 21 June 2017
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InterContinental Hotels Group announced that it will debut a new mid-scale hotel brand in 2019, as well as a variety of enhancement to existing brands including Holiday Inn, Holiday Inn Express, and Staybridge Suites.

The news was announced at its 2017 Americas Conference this week in Las Vegas.

IHG said that the new brand, which currently has no name or logo, will be aimed at the midscale traveler. Properties will have 220-square-feet (20-square-meters) and 275-square-feet (250-square-meter) rooms, the former with a king bed, the latter with two queens. Two thirds of the rooms will have the king bed.

Rooms will have a workspace, open closet storage, and smart TVs. IHG also said that guestrooms will be specifically designed to reduce noise to ensure “sound sleep.”

Some hotels will have swimming pools, while all will have complimentary breakfast.

IHG said that the new brand will be approximately $10 to $15 less than Holiday Inn Express prices per night. The hotel company said that it expects the brand to be “franchise-ready” this fall, with construction on the first properties set to begin early next year, and the first opening anticipated for 2019.

Meanwhile, IHG is rolling out new changes to three of its existing brands. The company is currently in the pilot phase of a new restaurant concept, #52 Sports Bar and Kitchen, at Holiday Inn properties. The concept features counter ordering, digital menus, and food delivered to guests while they are seated at tables.

At Holiday Inn Express hotels, IHG introduced an improved complimentary breakfast bar, which features fresh egg and meat products every morning. In addition, the Holiday Inn Express properties in the United States will now offer Cinnabon items as part of the complimentary breakfast.

IHG also unveiled new guestroom designs at its Staybridge Suites properties. The upgrades include new finishes, fabrics, flooring, furnishings, and fixtures.

Two new color schemes, inspired by nature, and each with elements of either teal or red, were also unveiled. IHG said the upgrades will begin rolling out in Staybridge Suites this month and continue into next year.

(Photo: Accura Media Group)

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