IHG unveils Avid brand

A new global accommodation empire is taking shape after InterContinental Hotels Group (IHG) revealed its new mid-market brand is to be known as 'Avid'.

The company has also unveiled a logo and illustrations of a typical exterior and rooms.

IHG says the brand is franchise ready, officially marking the start of licensing in the US, with more than 150 expressions of interest, which the group says shows “strong demand and great potential” for Avid in its market segment. 

CEO Keith Barr said the group expected the first Avid locations to begin construction early next year, with the first property anticipated to open a year later.

He added: “We built our Holiday Inn Express brand into a hugely successful and leading midscale brand. Now we are set to add another one and extend IHG’s leadership position in this segment.” 

Barr said the brand was designed for travellers seeing a hotel stay that would meet their expectations for the type of hospitality they valued most – “the basics done exceptionally well” – at a price $10–$15 less than Holiday Inn Express properties. 

www.ihg.com

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