IHG to Launch Midmarket Hotel Brand Designed to Grow Quickly

IHG Hotels & Resorts revealed on Tuesday that it has been pitching hotel owners on a new brand addressing an opportunity in the middle of the market it said is underserved.

"Our aim is that this new conversion brand will become the first choice for guests and owners in the midscale segment, accelerating our growth in a space that is already worth $14 billion in the U.S. market alone," said CEO Elie Maalouf during remarks tied to the company's quarterly earnings.

The Windsor, UK-based hotel group — whose brands include Holiday Inn, Crowne Plaza, and Six Senses — didn't reveal the name of the new brand, which has become IHG's 19th brand, or other details.

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