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IHG has launched a new midscale hotel brand, which will be called Avid hotels. Construction of the first properties is expected to start early in 2018, and the company aims to open the first properties in early 2019. The new brand will be made of midscale properties, which will be priced at $10-$15 per night less than IHG’s Holiday Inn Express Brand.

avid hotels logo

An Avid Property

According to the Avid website, a standard Avid Property will on average feature the following:

  • 1.5-acre site
  • 3+ story property
  • 95 rooms
  • 48% of the rooms will be King rooms
  • 52% of the rooms will be Queen/Queen – 2 queen size beds
  • King size room on average is 220 square feet
  • Queen/Queen size room is 275 square feet
  • Some properties will have the option for a pool and porte-cochere

avid hotels exterior

Rooms will feature a workspace, as well as open plan storage areas and smart televisions. Needless to say, the hotel will have Wi-Fi throughout, and guests will also be able to stream media from their devices to smart televisions.

Target Market

IHG is aiming its new brand of midscale hotels at a more budget conscious traveler who does not want to sacrifice much quality, and is not interested in many additional amenities. The launch was probably spurred on by the success of another mid-scale brand, Tru By Hilton, which currently has several hundred properties in various development stages.

Overall

While some will always be fans of super luxury establishments and others are dedicated to the least expensive properties regardless of brand or quality, most people would prefer a healthy mix of budget and quality, and hotel amenities that they need and use. With more and more mid-scale properties and brands coming onto a changing market, this is good news for anyone who needs a quality room at a great price for a night or two.

Source: Forbes

IHG Launches New Hotel Brand – avid™ hotels
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