IHG announces as-yet-unnamed new brand

InterContinental Hotels Group (IHG) has revealed plans to launch a new midscale brand priced US$10-15 under Holiday Inn Express hotels. The name, logo and other brand elements will be announced later this year.

The new line of hotels will target the “vastly undeserved segment of the US midscale market” of 14 million guests, worth an estimated US$20 billion in annual industry revenues, according to IHG.

Picture credit: Project Horizon brand book on IHG microsite

IHG expects the brand to be franchise-ready in the fall of 2017 with the first hotels beginning construction in early 2018 and opening in 2019. Initial development will be focused in the US market.

The prototype design features 95-100 keys with a minimum of three stories. Guest rooms will be a mix of 20.4m2 king (65 per cent) and 25.5m2 queen/queen (35 per cent), featuring a built-in work space, open closet storage with luggage shelf, a shower and smart TV.

Hotels will be designed for new build construction to provide an average lot size of approximately 6,070m2.

Pool and porte cochere are optional based upon market dynamics, while other planned features include a cloud-based next generation reservation system, mobile check-in and check-out and IHG Connect enhanced Wi-Fi.

Complimentary breakfast will be available in the form of brand-name items offered at the lobby.

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