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IHG unveils worldwide Holiday Inn brand relaunch

A worldwide relaunch of the Holiday Inn brand family, which comprises the Holiday Inn® and Holiday Inn Express®
brands was announced by InterContinental Hotels Group (IHG). All Holiday Inn hotels worldwide will be progressively relaunched to…

A worldwide relaunch of the Holiday Inn brand family, which comprises the Holiday Inn® and Holiday Inn Express®

brands was announced by InterContinental Hotels Group (IHG). All Holiday Inn hotels worldwide will be progressively relaunched to further enhance quality and drive consistency across the brand portfolio. The relaunch will incorporate a new service promise, a redesigned welcome experience as well as refreshed guestrooms with signature bedding and bathroom products.



The new brand signage will be featured at hotels once they have successfully implemented the relaunch programme, resulting in a refreshed and contemporary brand image for Holiday Inn. All Holiday Inn and Holiday Inn Express hotels currently open or under development will target to have the relaunch programme in place by the end of 2010, with the first Asia Pacific newlook hotels expected in China, Thailand and Australia by the second quarter of 2008.



Established in 1952 in the US, Holiday Inn is one of the world’s most recognised hotel brands with over 400,000 rooms (3,125 hotels) open globally and a development pipeline of more than 110,000 rooms (942 hotels) around the world. The development pipeline continues to grow rapidly, with over 16,000 rooms signed in the third quarter of 2007, a 6% increase over the same period in 2006.



In Asia Pacific, IHG has an operating portfolio of 100 Holiday Inn and Holiday Inn Express hotels (26,900 rooms) and nearly 60 hotels (17,500 rooms) in the development pipeline. Holiday Inn is the leading mid-scale hotel brand in People’s Republic of China (PRC) and Asia Pacific, and has been consistently named best mid-market hotel brand in Asia Pacific and the world by readers of Business Traveller Asia Pacific magazine for seven years running (2001-2007).



The brand first entered Asia in Kyoto, Japan in 1973, and was among the first international hotel brands to open in PRC in 1984.



IHG expects the relaunch programme to allow Holiday Inn hotels to generate significantly higher revenue per available room (RevPAR), and deliver an improved return on investment for their owners. Owners and franchisees will invest up to US$1 billion over a three year period in total to carry out the brand relaunch and meet the required service and quality levels.



Andrew Cosslett, chief executive, IHG said, “This is an important moment in Holiday Inn’s history. The

brand is the largest and one of the most successful in the hotel industry and its relaunch will ensure that this position is maintained. We dedicated significant resources to getting the facts and the insights to enable us to make these changes, in partnership with our owners. The Holiday Inn sign is seen by hundreds of millions of people every day around the world. The changes we are making will ensure the Holiday Inn brand goes forward into the future with a strong and confident new image. We want our guests to get as much enjoyment from Holiday Inn hotels over the next 50 years as they have over the last 50.”




The brand relaunch programme incorporates insights from an IHG-commissioned consumer research, which gathered input from 18,000 travellers globally.



Elements of the relaunch programme include:


  • Redesigned Brand Signage – Holiday Inn is making dramatic changes to its signage, evolving the iconic script logo, energising the signature colour green and eliminating the current shield shape. The brand will replace more than 11,000 signs around the world to reflect this refreshed and contemporary look. The new brand signage will also be incorporated into design elements in each of the more than 3,100 hotel lobbies and more than 400,000 guest rooms worldwide.



  • Refreshed Guest Room



  • Warm Welcome



  • New Service Promise

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    Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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