IHG revealed a few days ago the name of its new high-quality midscale brand, avid™ hotels, alongside a brand logo and renderings of the hotel exterior, public space and guest rooms. The new brand was first introduced at the IHG Americas Conference in June. This will be IHG’s 11th hotel brand.
IHG plans to begin construction on the first Avid Hotel in early 2018. The brand’s prototype design includes a minimum of three stories with 95 to 100 rooms on a 1.5-acre lot. Guests are expected to pay $10 to $15 less than they would at Holiday Inn Express. IHG says that over 150 owners have expressed an interest in the Avid brand, with the first properties slated to open in early 2019.
The brand’s logo aims to be modern with lowercase letters, red and aqua colors and a checkmark as the letter ‘”v.” The hotel’s lobbies will have airy entryways, canopies and red staircases designed as an eye-catching feature.
The guest rooms will have sound-reducing features, work areas, storage space and televisions that allow guests to stream shows directly from their devices. WiFi will be available throughout the hotel. These features are clearly targeting millennials.
Avid Hotels guests can use IHG’s rewards club to book award stays, but there’s no pricing structure yet.