ATLANTA—IHG Hotels & Resorts has refreshed its branding and restructured its brands into four collections.
“It’s no secret that 2020 was the most challenging year the hospitality industry has ever faced,” Claire Bennett, chief customer officer, IHG Hotels & Resorts, told Hotel Business. “And while the pandemic is not behind us, there is optimism for what’s ahead. Today, we reintroduce ourselves with a new outlook and reinvigorated purpose to let our guests know who we are, what we stand for and how we can best serve them in 2021 and beyond.”
The refreshed branding was done to further reflect the hotel group’s purpose of True Hospitality for Good, its evolving story, portfolio and the needs of hotel owners, consumers and communities around the world, the company reports.
The brand refresh reflects the company’s growth to 16 brands welcoming guests and loyalty program members through the doors of nearly 6,000 hotels across 100 countries. With an updated identity, the company reports that it is focused on strengthening perception, how it engages guests, hotel owners and colleagues and better promoting the breadth of its portfolio.
A Family of Hotels & Resorts: Moving from IHG to IHG Hotels & Resorts, adding the “Hotels & Resorts” descriptor to its trade name, reiterates the company’s collection of 16 brands that sit side by side as one family.
A fresh look and feel: The IHG Hotels & Resorts visual brand identity has been given a makeover to better tell the stories of the brand and make it more relevant and attractive to consumers—particularly a younger demographic of consumers, as well as hotel owners, colleagues and future talent around the world. Through new colors, photography and font, its eye-catching, energetic design showcases the brands and hotel experiences in the most engaging way.
A place for all: IHG Rewards has a corresponding new look and feel. The word “Club” has been removed from its name to reflect the warm welcome that is available to all, with members able to make the most of their travels with exclusive rates, special benefits and easy ways to earn and redeem points at all IHG hotels and partner locations. Going forward, IHG Rewards will be seen out and about more often and in more places.
IHG’s family of 16 brands are now presented in four collections:
The Luxury and Lifestyle Collection
Six Senses Hotels Resorts Spas
Regent Hotels & Resorts
InterContinental Hotels & Resorts
Kimpton Hotels & Restaurants
The Premium Collection
Hualuxe Hotels & Resorts
Crowne Plaza Hotels & Resorts
The Essentials Collection
Holiday Inn Hotels & Resorts
Holiday Inn Express
The Suites Collection
Holiday Inn Club Vacations
“The travel industry has faced challenges like never before, and while adapting to new realities we’ve also stayed true to our roots,” said Bennett. “We have an incredible family of brands, centered around connecting people—strengthening family bonds, forging business partnerships, uniting far-flung friends and engaging with our communities. Our evolved brand articulates how we bring our purpose of True Hospitality for Good to life for our guests, hotel owners, colleagues and communities. So, as we continue to lead through and beyond the pandemic, we’re clear who we are, what we stand for and how we can help guests open up their world again when they’re ready to travel. And we all feel we need that more than ever, because travel not only opens doors, it opens minds and hearts. That’s why our hotels are more than just a backdrop to life’s special moments, they are a collection of welcoming experiences.”