Boutique Design - October 2017 - 16

EDITED BY MAT THEW HALL

Seeking an encore to the hotel market's embrace of its midscale Holiday Inn
Express flag, InterContinental Hotels Group (IHG) has revealed the name
and detailed the look of its new entry into that sector: avid hotels.
Preliminary information on the flag was disclosed by Elie Maalouf, IHG's
ceo of the Americas, at the NYU International Hospitality Investment Conference in June, followed later that month with a few more details at the hotelier's 2017 Americas Conference. Then, in September, the hotelier unveiled the
new flag's name and look. At that time, IHG said more than 150 owners have
expressed interest in the brand, and that it anticipates construction on the
initial avid hotels locations to begin in early 2018, with the first ones opening
about a year later.
IHG worked with consultancies IDEO and forpeople to create avid hotels'
branding, and with Gensler on the design and architecture for the prototype hotel. That design encompasses 95 to 100 keys with a minimum of three
stories, and features an exterior showcasing the flag's check-mark bearing
logo, a canopy and red stairwells. Inside, the hotel's public spaces have openplan layouts to encourage guest interaction, while guest rooms are home
to sound-reducing elements and include a dedicated workspace and ample
storage space.
"We built our Holiday Inn Express brand into a hugely successful, leading
midscale brand," says IHG ceo Keith Barr. "Now, with the introduction of avid
hotels, we're set to add another one and extend IHG's leadership position
in this segment. With 14 million potential customers looking for the type of
16

boutiquedesign.com OCTOBER 2017

hospitality avid hotels will offer, this new hotel brand represents a significant
growth opportunity for IHG and our family of owners."
Adds Maalouf, "Our extensive consumer research and conversations with
owners identified a clear opportunity to reach an important set of business
and leisure travelers in a vastly underserved $20 billion segment of the U.S.
midscale market. We applied our insights, expertise and scale to deliver an
experience that features modern and stylish designs, superior guest rooms
and public spaces and great service-all at an excellent value."

C O U R T E S Y O F I N T E R C O N T I N E N TA L H O T E L S G R O U P ( I H G )

IHG PURSUES AN AVID FOLLOWING WITH NEW BRAND



http://www.boutiquedesign.com

Boutique Design - October 2017

Table of Contents for the Digital Edition of Boutique Design - October 2017

Boutique Design - October 2017
Contents
From the Editor
In This Issue
Check Out boutiquedesign.com
The Buzz
Points of Departure
Q+A: No Nonsense
Third Act
Bdny Preview: Golden Ticket
Products: Bdny Exhibitors, Part
Products: Bdny Signature Colors
Exit Interview
Boutique Design - October 2017 - Intro
Boutique Design - October 2017 - BB1
Boutique Design - October 2017 - BB2
Boutique Design - October 2017 - Boutique Design - October 2017
Boutique Design - October 2017 - Cover2
Boutique Design - October 2017 - 1
Boutique Design - October 2017 - 2
Boutique Design - October 2017 - 3
Boutique Design - October 2017 - 4
Boutique Design - October 2017 - 5
Boutique Design - October 2017 - 6
Boutique Design - October 2017 - 7
Boutique Design - October 2017 - Contents
Boutique Design - October 2017 - 9
Boutique Design - October 2017 - From the Editor
Boutique Design - October 2017 - 11
Boutique Design - October 2017 - In This Issue
Boutique Design - October 2017 - 13
Boutique Design - October 2017 - Check Out boutiquedesign.com
Boutique Design - October 2017 - 15
Boutique Design - October 2017 - The Buzz
Boutique Design - October 2017 - 17
Boutique Design - October 2017 - 18
Boutique Design - October 2017 - 19
Boutique Design - October 2017 - 20
Boutique Design - October 2017 - 21
Boutique Design - October 2017 - 22
Boutique Design - October 2017 - 23
Boutique Design - October 2017 - 24
Boutique Design - October 2017 - 25
Boutique Design - October 2017 - 26
Boutique Design - October 2017 - 27
Boutique Design - October 2017 - Points of Departure
Boutique Design - October 2017 - 29
Boutique Design - October 2017 - 30
Boutique Design - October 2017 - 31
Boutique Design - October 2017 - 32
Boutique Design - October 2017 - 33
Boutique Design - October 2017 - 34
Boutique Design - October 2017 - 35
Boutique Design - October 2017 - Q+A: No Nonsense
Boutique Design - October 2017 - 37
Boutique Design - October 2017 - 38
Boutique Design - October 2017 - 39
Boutique Design - October 2017 - 40
Boutique Design - October 2017 - 41
Boutique Design - October 2017 - 42
Boutique Design - October 2017 - 43
Boutique Design - October 2017 - Third Act
Boutique Design - October 2017 - 45
Boutique Design - October 2017 - 46
Boutique Design - October 2017 - 47
Boutique Design - October 2017 - 48
Boutique Design - October 2017 - 49
Boutique Design - October 2017 - 50
Boutique Design - October 2017 - 51
Boutique Design - October 2017 - 52
Boutique Design - October 2017 - 53
Boutique Design - October 2017 - 54
Boutique Design - October 2017 - 55
Boutique Design - October 2017 - Bdny Preview: Golden Ticket
Boutique Design - October 2017 - 57
Boutique Design - October 2017 - 58
Boutique Design - October 2017 - 59
Boutique Design - October 2017 - 60
Boutique Design - October 2017 - 61
Boutique Design - October 2017 - 62
Boutique Design - October 2017 - 63
Boutique Design - October 2017 - 64
Boutique Design - October 2017 - 65
Boutique Design - October 2017 - 66
Boutique Design - October 2017 - 67
Boutique Design - October 2017 - Products: Bdny Exhibitors, Part
Boutique Design - October 2017 - 69
Boutique Design - October 2017 - 70
Boutique Design - October 2017 - 71
Boutique Design - October 2017 - 72
Boutique Design - October 2017 - 73
Boutique Design - October 2017 - 74
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Boutique Design - October 2017 - 79
Boutique Design - October 2017 - 80
Boutique Design - October 2017 - 81
Boutique Design - October 2017 - 82
Boutique Design - October 2017 - 83
Boutique Design - October 2017 - Products: Bdny Signature Colors
Boutique Design - October 2017 - 85
Boutique Design - October 2017 - 86
Boutique Design - October 2017 - 87
Boutique Design - October 2017 - 88
Boutique Design - October 2017 - 89
Boutique Design - October 2017 - 90
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Boutique Design - October 2017 - Exit Interview
Boutique Design - October 2017 - Cover3
Boutique Design - October 2017 - Cover4
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