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IHG reveals new midscale brand Avid

Avid hotels exterior rendering

InterContinental Hotels Group (IHG) has revealed its new high-quality midscale brand, Avid hotels by releasing a logo and a rendering of some aspects of the brand’s property design.

Avid is now available for licensing in the US, with construction expected to begin on the first locations in 2018 and the first hotel anticipated to open in early 2019.

The brand’s aim is to offer travellers a lower price point while providing high-quality essentials. The rates are expected to be $10-$15 less than IHG’s Holiday Inn Express brand.

Guest room renderings released to announce the brand reveal sound-reducing features, a bright bathroom, dedicated workspace and ample storage, as well as in-room entertainment options that allow guests to stream content from their devices to televisions.

Elie Maalouf, CEO of IHG Americas, said: “Our extensive consumer research and conversations with owners identified a clear opportunity to reach an important set of business and leisure travellers in a vastly underserved $20 billion segment of the US 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. I have no doubt Avid hotels will continue IHG’s success in delivering what our guests want, while driving superior returns for our owners.”

IHG CEO Keith Barr commented: “With 14 million potential customers looking for the type of hospitality Avid hotels will over, this new brand represents a significant growth opportunity for IHG and our family of owners.”

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