IHG Announces New Midscale Hotel Brand — Without a Name
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What's in a name? Well, for IHG, that's the next big--and pretty crucial--step in rolling out its 13th hotel brand. Another big step needed? Making sure it'll stand out from all the other value-driven midscale brands out there.
InterContinental Hotels Group has announced news of its newest hotel brand. The only catch? It doesn't have a name or a logo just yet.
The hotel company revealed the news to more than 3,000 hotel owners attending IHG's 2017 Americas Owners Conference in Las Vegas. The brand is code-named Project Horizon, and you can view a promotional video below.
Here's what little we know so far about this as-yet-unnamed brand:
It is a midscale brand with rates that will be $10 to $15 lower than rack rates at a comparable Holiday Inn Express property.
The brand is designed for new build projects with around 90 to 100 rooms, spread out over 1.5 acres.
The brand will launch in the Americas.
The brand is for what IHG termed "principled everyday travelers" who want "exceptional quality at a great price" and are "practical, self-reliant, and value a hard-earned dollar."
Rooms are "designed for sound sleep" and will measure 220 square feet for a king room (making up 65 percent of rooms) and 275 square feet for a double queen room (making up 35 percent of rooms).
In-room technology will include the ability for guests to cast content from their own devices onto the TVs.
Complimentary breakfast will be "no nonsense" but with "brand-name options."
It will cost a hotel owner from $85,000 to $90,000 per room key to build and the first 100 license agreements would get a discount. IHG will have a 5 percent royalty fee.
The brand will be "fran
