by Cheryl-Anne Sturken | September 19, 2017
This week, InterContinental Hotels Group finally revealed that its new midscale brand will be named Avid and rolled out renderings of the hotel, including the exterior, public spaces and guest rooms. IHG had announced the new brand to hotel owners this past June at its IHG Americas Conference held in Las Vegas.
More than 150 owners already have expressed interest in Avid, which will be priced just below the chain's Holiday Inn Express brand. The company said the enthusiastic response demonstrates the strong demand and great potential for Avid in the midscale market segment, with construction on the first properties set to begin early in 2018 for an initial opening before year's end. While the first properties will be in the U.S., the brand potentially could have a global footprint, said executives.
"We built Holiday Inn Express into a hugely successful, leading midscale brand," IHG CEO Keith Barr noted in announcing the new brand. "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 hospitality Avid hotels will offer, this new hotel brand represents a significant growth opportunity for IHG and our family of owners."
The brand's price point is expected to be about $10-15 less per night than IHG's industry-leading Holiday Inn Express brand. All hotels will be new-build on approximately 1.5 acres and will have 95 to 100 guest rooms, which will feature sound-reducing construction and high-quality mattresses, dedicated workspace, ample storage and innovative in-room entertainment options that will allow guests to cast content from their smart devices to in-room televisions.
"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," said Elie Maalouf, CEO for IHG, the Americas. "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. I have no doubt Avid hotels will continue IHG's success in delivering what our guests want, while driving superior returns for our owners." 
The brand is the first to launch using IHG's master brand mark -- an IHG Hotel -- in communications and building signage, underlining its strength as part of one of the world's leading hotel companies. To learn more, visit