ATLANTA—IHG today revealed the name of its new midscale brand: Avid Hotels. The hospitality group also unveiled renderings of the hotel exterior, public space and guestrooms, as well as the brand’s logo. IHG first introduced the new brand concept to owners at the IHG Americas Conference in June.
“With 14 million potential customers looking for the type of hospitality Avid Hotels will offer, this new hotel brand represents a significant growth opportunity for IHG and our family of owners,” said IHG CEO Keith Barr. “This brand is designed for travelers who want a hotel stay that finally meets their expectations for the type of hospitality they value most—the basics done exceptionally well—at a price point expected to be about $10-15 less than IHG’s industry-leading Holiday Inn Express brand.”
On the inside, guests will find open public and work areas, and communal spaces. The hotels will offer complimentary breakfast and marketplace options. The entire hotel will be equipped with IHG Connect WiFi and the ability for loyalty members to be automatically connected for all future visits. Properties will also leverage IHG’s reservation system.
Rooms will be constructed with sound-reducing features. Each guestroom will have a dedicated workspace, storage and in-room entertainment options.
More than 150 owners have already expressed interest in the new brand, according to the hospitality group. Its design and operating model was developed in collaboration with an owner advisory board.
IHG expects the first Avid locations to begin construction in early 2018, and the first hotel is anticipated to open in early 2019. Hotels will be designed for new-build construction on an average lot size of approximately 1.5 acres. The prototype design has 95-100 keys with a minimum of three stories.
Key elements of the initial owner offer include 5% royalty fee; first 100 signed license agreements will be eligible for a 2% fee discount in year one; and 1% fee discount in year two (2/1 royalty fee reduction).