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More details on IHG midscale brand, Holiday updates

InterContinental Hotels Group (IHG) at its 2017 Americas Conference this week in Las Vegas announced plans to launch a midscale concept that focuses on doing the basics exceptionally well at a price point about US$10-$15 less than IHG’s Holiday Inn Express brand.

While the brand’s name won’t be announced until later this year, IHG said it is taking a new approach to designing everyday travel; appreciating the value of guests’ every hard-earned dollar; and being direct, honest and clear.

IHG expects the brand to be franchise-ready in the fall with the first hotels beginning construction in early 2018 and opening in 2019. Initial development will focus in the U.S. market.

Once the brand is launched, key elements of the initial owner offer will include:

  • Target build cost between US$85K – $90K/key (excluding land costs)
  • 5% royalty fee
  • First 100 signed license agreements eligible for a 2% fee discount in year one and 1% fee discount in year two

IHG is emphasizing the sleep experience by investing in high quality mattresses and linens, specific design to help reduce noise and by adding an intuitive in-room climate control. Guest rooms will be a mix of 220-square-foot king (65%) and 275-square-foot queen/queen (35%), featuring a built-in work space, open closet storage with luggage shelf, a shower and a smart TV.

Public spaces will include a mix of seating designs for work, socializing and eating the complimentary breakfast. Optional amenities include a pool and porte cochere based upon market dynamics.

Hotels will leverage a state-of-the-art, cloud ­based next generation reservation system, mobile check-in and check-out and IHG Connect enhanced Wi-Fi. Rooms will also feature enhanced in-room entertainment options which allows guests to cast content from their smart devices to in-room TVs.

Breakfast will include a select number of brand-name options for grab and go or to consume in the lobby, alongside a premium coffee experience. Hotels will also offer a market for food, beverage and personal items.

The new brand will be designed for new build construction on an average lot size of approximately 1.5 acres. The prototype design features 95-100 keys with a minimum of three stories.

More brand news

IHG also announced that the Holiday Inn Express brand is launching a new Express Start breakfast bar. Central to this solution is the new Rational SelfCookingCenter combination oven, which allows the brand to serve fresh egg and meat products each morning. Additionally, the brand is partnering with Cinnabon to offer an exclusive recipe as one of the signature items for all U.S. hotels.

New Holiday Inn Express breakfast bar
New Holiday Inn Express breakfast bar

The new Express Start breakfast bar, featuring updated signage and design elements, will begin rolling out to new hotels in the U.S. and Canada this summer and existing hotels in Q1 2018.

Holiday Inn is introducing a third new restaurant concept capitalizes on the growing trend in fast-casual service and features counter ordering, digital menus and food delivered to guests at their table. The concept is currently in pilot phase.

The Holiday Inn brand H4 room design launched as a brand standard in January 2017 currently has more than 20 hotels open or under renovation and more than 100 hotels with the H4 standard are scheduled to open by the end of 2018. The H4 design is now being expanded into the hotels’ public spaces to create a more welcoming and open lobby for social gatherings.

New Holiday Inn H4 public space
New Holiday Inn H4 public space

Staybridge Suites unveiled a light touch design update for all guest rooms and public space with updated finishes, fabrics, flooring, furnishings, soft goods, fixtures and color schemes intended to fit within existing layouts and furniture. The refreshed design and furnishings offer two new color palettes meant to create a more welcoming ambiance. Both are inspired by nature and natural elements; each has a pop of color in either teal or red. This design update will start rolling out to hotels this month and continue into 2018. The brand also announced plans for a more comprehensive update to the interior design solutions over the next 18 months.

Staybridge Suites den with red color palette
Staybridge Suites den with red color palette
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