InterContinental Hotels Group (IHG) has revealed the name and look of its new mid-scale brand, avid hotels. As previously reported exclusively on BoutiqueDesign.com, preliminary information on the flag was disclosed by Elie Maalouf, IHG’s ceo of the Americas, at the NYU International Hospitality Investment Conference in June, followed shortly after that with some preliminary details at the hotelier’s 2017 Americas Conference.
In its latest update, IHG says more than 150 owners have expressed interest in the new brand, and that it anticipates construction on the first avid hotels locations to begin in early 2018, with the first ones opening about a year later.
The prototype design for the brand features 95-100 keys with a minimum of three stories. The exterior will showcase the flag’s check-mark bearing logo and such architectural features as a canopy and red stairwells. Inside, the hotel’s public spaces will have open-plan layouts to encourage guest interaction, while guest rooms will be constructed with sound-reducing features and include a dedicated workspace and ample storage space.
“We built our Holiday Inn Express brand into a hugely successful, leading midscale brand,” says IHG ceo Keith Barr. “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.”
Adds Maalouf: “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. We applied our insights, expertise and scale to deliver an experience that features modern and stylish designs, superior guest rooms and public spaces and great service–all at an excellent value.”