InterContinental Hotels Group (IHG) revealed plans for a new midscale brand at this week's 2017 Americas Conference in Las Vegas that will seek to capitalize on an untapped segment of the midscale market.
The unnamed brand will target what IHG believes is an underserved segment of the U.S. midscale market worth an estimated $20 million in annual revenues.
IHG said the brand will appeal to travelers who want "the basics done exceptionally well" at a price point $10-15 less than its Holiday Inn Express brand.
The new brand's name, logo and other elements will be announced later this year.
"This new brand builds on IHG's leading position in the midscale segment alongside Holiday Inn and Holiday Inn Express," IHG CEO Richard Solomons said in a statement. "It addresses the needs of a rapidly growing and underserved segment and we believe it will shape the future of this unique midscale category."
The new brand's rooms will be specifically designed to ensure guests are able to fall and stay asleep. They will feature high-quality mattresses and linens as well as a design aimed at reducing noise. Other room highlights include a built-in workspace, open closet storage and a smart TV that guests can stream content to through their devices.
"It's a product for the everyday traveler who wants a good, clean, quality stay," Solomons told USA Today. "They're not looking for any excess. They're people who are careful about how they spend their money."
Each hotel will feature public spaces for business or leisure; Optional amenities include a pool and porte-cochere. The new brand will also boast a cloud-based next-generation reservation system, mobile check-in and check-out and enhanced Wi-Fi.
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IHG's prototype design features 95-100 rooms spanning a minimum of three stories.
The new brand is expected to be franchise-ready by the upcoming fall with the first hotels opening in 2019. IHG will target the U.S. initially but could eventually roll out globally.
IHG's announcement comes just weeks after Wyndham Hotel Group launched The Trademark Hotel Collection for independent hoteliers operating in the upper-midscale category.
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