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IHG Diversifies its Holiday Inn Brand

News This year Holiday Inn, an internationally popular hotel brand by IHG, celebrates its 60th anniversary. IHG decided to use this date to diversify the brand and make it more positioned to particular requirements of customers. Holiday Inn brand has been turned into a family of brands as now it contains four names.

The new Holiday Inn family contains Holiday Inn, Holiday Inn Express, Holiday Inn Resort, and Holiday Inn Club Vacations brands. According to the hotelier, these names will be actively used within the company to make operation related activities more efficient.

Holiday Inn remains the core brand of the family. Hotels operating under this brand will provide both physical and emotional comfort to visitors. The main concept for this brand is “innovative comfort”. There are also several initiatives concerning this brand. It is supposed to become more suitable for business people, and will be equipped with more meeting facilities and lobby zones suitable for work.

The main concept for Holiday Inn Express is “Stay Smart”. The company will even launch a series of TV ads and provide free e-learning training of the staff. Holiday Inn Express hotels will be the first ones to be equipped with the new check-in system that doesn’t require visiting the front desk.

Holiday Inn Resort brand will be all about “effortless relaxation”. The new website for the brand is to open soon, and three properties are expected to open within 12 months. Finally, Holiday Inn Club Vacation hotels will have the atmosphere of a vacation home. Guests will be given access to various vacation options that include the option of ownership.


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