IHG will introduce a new hotel brand. // © 2017 Getty Images
After introducing the idea of Avid Hotels in June, InterContinental Hotels Group (IHG) has revealed further information about the new midscale brand, including its name, brand logo and hotel renderings. IHG is anticipated to begin construction on Avid properties in early 2018, and the first property is expected to open in early 2019.
Why It Matters:
Avid will target the U.S. midscale market’s business and leisure travelers who are looking for excellent value without having to compromise quality. The price point is expected to be $10 to $15 less than that of IHG’s Holiday Inn Express brand, yet will still offer a modern design as well as amenities that include complimentary breakfast, Wi-Fi access, environmentally friendly design and innovative in-room entertainment.
- Avid Hotels will be newbuilds on an average lot size of roughly 1.5 acres.
- Prototype design features 95 to 100 keys with a minimum of three stories.
- Guests can utilize the IHG Rewards Club.
What They Are Saying:
“We built our Holiday Inn Express brand into a hugely successful, leading midscale brand,” said Keith Barr, CEO of IHG. “Now, with the introduction of Avid Hotels, we’re set to add another one and extend IHG’s leadership position in this segment. 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.”
“Our extensive consumer research and conversations with owners identified a clear opportunity to reach an important set of business and leisure travelers in a vastly underserved $20 billion segment of the U.S. midscale market,” said Elie Maalouf, CEO for the Americas of IHG. “We applied our insights, expertise and scale to deliver an experience that features modern and stylish designs, superior guestrooms and public spaces and great service — all at an excellent value. I have no doubt avid hotels will continue IHG’s success in delivering what our guests want, while driving superior returns for our owners.”