Avid Hotels Is the Name IHG Gave to Its New Midscale Brand After a 3-Month Wait
Photo Caption: A rendering of the prototype for the new Avid Hotels brand. The chain is IHG's 13th brand. InterContinental Hotels Group
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Time to play another game of "Is it a boutique hotel or a condom brand?" We won't go that far here, but we wonder if IHG will be willing to inject a bit more personality and more of a story into its newest brand.
InterContinental Hotels Group (IHG) finally has a name for its new midscale hotel brand that it announced in June: Avid Hotels.
IHG CEO of the Americas, Elie Maalouf, spoke to Skift about the new brand, the chain's 13th, and described it as "championing the everyday traveler at an everyday price," and catering to a $20 billion market of more than 14 million travelers.
When asked what he wanted consumers to associate with the brand, Maalouf said the word he hoped would come to mind is "confident." His descriptors echoed what IHG senior vice president of brands and marketing Heather Balsey told Skift in June, about how this brand would be "fresh, fair, and frank," and "completely rethinks what a hotel in this space should stand for."
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Signature features of the new hotel brand include the following:
All hotels will be newbuilds, designed for sp
