IHG Signs First 15 avid Hotels in Europe

InterContinental Hotels Group has signed a Multiple Development Agreement (MDA) with GS Star to bring 15 avid hotels, IHG’s newest mainstream brand, to the German market.

Under the structure of the MDA, hotels will be signed within three years and opened within five. The first new-build avid hotel is planned to open by 2020.

Kenneth Macpherson, Chief Executive Officer, Europe, Middle East, Asia and Africa, said, “avid hotels has seen strong signings in the U.S., Canada and Mexico making it IHG’s most successful new brand launch since Holiday Inn Express back in 1990. We are now excited to bring avid hotels to Germany where our proactive development approach has delivered exceptional growth in recent years. GS Star is the ideal launch partner, with a strong track record in mainstream growth opportunities they are well placed to introduce this new, exciting brand to our guests in Germany.”

avid hotels, launched by IHG in 2017, has already received strong owner interest in the U.S., Canada and Mexico with 130 signings. The first avid hotel opened in August this year in Oklahoma City. The avid hotels brand is focused on delivering a consistent experience in four key areas:

Rooms Designed for Sound Sleep – Rooms intentionally designed for reliable rest. This includes a high-quality mattress and linens, choice of firm and soft pillows, black out roller shades and a purposeful design that reduces noise.

Complimentary Grab and Go Breakfast – A select number of high-quality, brand-name options, will be offered for guests to grab and-go or enjoy in the lobby, alongside a complimentary premium bean-to-cup coffee experience available 24 hours a day. Plus a well curated 24-hour market offering food, drinks and everyday essentials.

Latest Technology – The avid hotels brand will leverage the latest in technology to enable a seamless experience for guests including next generation reservation system and IHG Connect enhanced Wi-Fi technology.

Andreas Erben at GS Star, said, “We are delighted to be the first to market in Europe with this new brand from IHG, which has the potential to be a strong mainstream growth vehicle. It is a compelling guest offer, removing the frustrations of everyday travel. Attractive development costs matched with an efficient operating model will support quick growth of the concept in major Germany cities. We’ve previously benefited from IHG’s comprehensive in-market franchise support and know the commitment they have to delivering commercial success in partnership with their owners.”

Germany is a priority market for IHG with 122 hotels already open or in the development pipeline. Strong growth momentum of 50 new signings since 2015 has been driven by IHG’s 11 active MDA partners, which has expanded IHG’s mainstream presence in Germany particularly with the Holiday Inn and Holiday Express brands. IHG has also been creating wider growth opportunities in the boutique, upscale and luxury markets with the first hotel for Kimpton Hotels & Restaurants in Germany signed in 2018 and a doubling of the Hotel Indigo footprint with three new openings by 2020.

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