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IHG Plans to Create New Hotel Brand Exclusively for China

News InterContinental Hotels & Resorts Group has revealed its plans concerning the launch of a chain of hotels in China under the hotelier’s new brand. This brand will be referred to an upscale class and will target the Chinese market only. According to the company’s officials, this brand will take into consideration national peculiarities of China in order to serve clients the best way possible.

The name of the brand is not yet known. The hotels under this brand will have a larger lobby comparing to other accommodations owned or managed by InterContinental. The main restaurant will deliver more Chinese experiences and it will be equipped with a larger number of private dining rooms. Some hotels will still have bars, but the majority will offer teahouses instead.

As Keith Barr, the CEO of IHG in China, tells in his interview to Financial Times, Chinese people are tired of the Western view of “Chinese” concept. The hotelier wants to offer more authentic experiences and flexible approach that is a must for an international brand.

Together with this the company changes the name of its Holiday Inn Express hotels in China. While translated directly to Mandarin, the name implicates “budget accommodation”. IHG has changed the name so that now it can be translated like “smart choice”.

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