IHG Is Planning to Create a New Luxury Brand
Skift Take
IHG has fewer brands in its portfolio compared to most of its competitors, so adding a couple more makes sense.
InterContinental Hotels Group wants to develop a soft brand as well as a new offering in the luxury space as part of an attempt to grab a larger slice of the hotel market.
The plans follow the unveiling of the company’s new midscale brand Avid Hotels in September. In its third-quarter earnings update, IHG said the new offering had already received more than 50 applications in the first four weeks of franchise sales.
With the launch of Avid out of the way, the company’s chief financial o
