InterContinental Mandates Holiday Inn Brand Relaunch

InterContinental Hotels Group is ordering its owners and franchisees to implement a relaunch program at all Holiday Inn and Holiday Inn Express properties, the hotelier announced Wednesday from its annual Americas Investors and Leadership Conference in Dallas. The program seeks to give the mid-price brand a more contemporary look, along with a new service promise, a redesigned welcome experience and refreshed guest rooms and brand signage. Hotels currently open or under development are expected to implement the relaunch by the end of 2010. "The relaunch will ensure the brand moves into the future with a strong and confident new image," said Andrew Cosslett, CEO of IHG. Owners and franchisees will invest up to $1 billion over a three-year period to carry out the brand relaunch. Along with the tangible redesign, the brand is committed to a new service culture called "Stay Real," which aims at treating guests as "real people" and offering "genuine" service. (DE)


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