INTERCONTINENTAL Hotels Group (IHG) has launched Even, a new mainstream hotel brand targeted at the health- and wellness-oriented traveller.
To be introduced in the US market at the onset, Even will operate on a limited service model, with a concept based on four main ideals: exercise, eat, work and rest.
Even properties will be characterised by larger fitness centers, in-room extras such as hypoallergenic linens and coat racks doubling up as pull-up bars, as well as menus with an emphasis on natural, fresh and energising ingredients.
Kirk Kinsell, president, the Americas, IHG, said: “The US represents two-thirds of IHG’s rooms today, and this exciting new brand will help us to continue to grow our share in this important market. We expect to sign contracts for 100 Even Hotels within the next five years.”
According to IHG CEO Richard Solomons, a capital investment of US$150 million has been committed to grow the Even portfolio over the next three years.
The first Even address will be announced in second quarter 2012, while the first hotel is expected to open in early-2013.
