Impact Publications : MICEBTN-68
Page 32 • MICEBTN - SEPT-NOV 2017 IHG starts avid franchise marketing INTERCONTINENTAL Hotels Group (IHG) has started franchise licensing for its new midscale brand, avidTM hotels and also has re- leased a logo and renderings of the hotel exterior and guest rooms. IHG says more than 150 owners have already expressed interest in the brand, demonstrating the strong demand in this market seg- ment. IHG expects the first avid ho- tel locations to begin construction in early 2018, with the first hotel anticipated to open in early 2019. Keith Barr, chief executive IHG, said the brand was designed for travellers who want a hotel stay that meets their expectations for the type of hospitality they value most – the basics done exception- ally well – at a price point expected to be about US$10-15 less than IHG’s Holiday Inn Express brand. Elie Maalouf, chief executive, IHG The Americas added: “Our extensive consumer research and conversations with owners have identified a clear opportunity to reach an important set of business and leisure travellers in a vastly underserved US$20 billion seg- ment of the US mid-scale 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.” New brand features include: * The exterior hotel design includes an open and airy retail-like entry, a canopy and uses the stair- well as a red architectural feature. On the inside, guests will find vibrant, open public and work areas and inviting communal spaces. Ho- tels will offer a focused, high-qual- ity, complimentary breakfast and marketplace options made for guests on the go. The entire hotel will be equipped with wifi with the fastest speed in the industry and the ability for loyalty members to be automatically connected for all future visits. Hotels will also lever- age IHG’s state-of-the-art, cloud- based next generation reservation system, and guests will benefit from the hotel group’s loyalty program. Rooms are constructed with sound reducing features for a superior night’s sleep. Each guest room will also offer a dedicat- ed workspace and ample open, easy-to-use storage, as well as innovative in-room entertainment options that allow guests to cast content from their smart devices to in-room televisions. The brand design and operating model was developed in collab- oration with an owner advisory board, ensuring that avid hotels are efficient to build, operate and maintain. Hotels will be designed for new build construction on an average lot size of approximate- ly 1.5 acres, and all avid hotels will be built to lead the industry in environmentally friendly and efficient design. The prototype design features 95-100 keys with a minimum of three storeys. Key elements of the initial own- er offer include: * Five per cent royalty fee. * First 100 signed licence agree- ments will be eligible for a two per cent fee discount in year one and one per cent fee discount in year two (a 2/1 royalty fee reduc- tion).