IHG launches new midscale brand

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Rates for Avid expected to be $10-15 less than Holiday Inn Express
InterContinental Hotels has revealed the name of a new midscale brand, avid hotels, alongside a brand logo and sketches of a typical exterior, public spaces and rooms.
First hinted at during the IHG Americas Conference in June, the new brand is now franchise ready. Licensing has begun in the US and more than 150 owners have reportedly expressed interest.
IHG expects the first locations to start construction early next year, with the first hotel to open in early 2019. Rates are expected to be $10-15 less than IHG’s Holiday Inn Express brand.
“We built our Holiday Inn Express brand into a hugely successful, leading midscale brand,” Keith Barr, IHG’s chief executive officer, said. “Now, with the introduction of avid hotels, we’re set to add another one and extend IHG’s leadership position in this segment.”
He added: “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.”