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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.
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
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
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How many points will it take to book at this new brand?
The price in points will vary and be determined when a property opens.
It’s beyond me why they want to introduce another brand onto the market. It’s getting to the point where people don’t know who owns what!
I think that is partly the point why they have so many brands anyway, so it gives the illusion of choice. In many cases hotels are franchisees anyway so you don’t really know who really owns it. Just to complicate things further franchisees can sometimes own many hotels across a number of chains.
This looks like a nice addition to the IHG hotel portfolio.
would love to see the new locations!
I can say that IHG is looking better and better to me. Although I stay at mostly Hiltons, this could be a game changer. I will hold off judgement until I actually stay in one to see if I would truely like it better over Hilton or Marriott. I like all mid tier hotels equally as long as they are in areas I stay. Somehow Hilton has done this more than any other hotel company. I could go as far as to say Hilton could almost be like a Starbucks ;o)
I dare say IHG like to refer to Holiday Inn Express as mid-scale, but based on my experience any Holiday Inn Express I have stayed in has been distinctly budget and Holiday Inn lower mid-scale.
Oooh, first EVEN, and now Avid; how many more 4-letter words can IHG expand their brand with?
LOL!
If only they’d work on elite benefits like BREAKFAST at Intercontinental hotels
What everyone needs another hotel brand.
Still not as crazy as the 30 combined that Marriott has!
I wonder if they’re trying to position this for young adults, whereas Holiday Inn Express is viewed as “family friendly.” If the pool is not a given, that may change the game. I know most of the Holiday Inn Express, Springhill Suites, etc., where I have stayed always had total chaos in the pool area.
I’m not really seeing how this differs from HIX?
Same Question here – where’s the “plus” in opening yet another brand?
If, as it seems, this chain will be less expensive than the Holiday Inn Express and has breakfast included will be a good move of IHG to compete with other brands such as Ibis where the breakfast is not included.
Moreover, the style is young and fresh.
Free breakfast is one of the most important amenities for me when choosing a hotel, so I do hope this brand includes it.
Very nice trend. Last year I stopped for one night in MOXY Munich airport hotel (similar midscale brand) – perfect for 1 night stop, particularly in airport. Cheap, compact and convenient
Any word on where these new properties will be located?
we have no indication at this point.
This sounds excellent. If it includes a free breakfast (and I believe it does) then this will be my go-to IHG brand. But what the heck is a Porte-cochere?)
hah! that covered area where shuttle buses typically pull under or cars stop right in front of the front door. fancy name 🙂
If this is below Holiday Inn, how is it midrange? Just saying??
Holiday Inn is considered Upper Mid-Scale. Holiday Inn Express is considered Mid-Scale 🙂