Holiday Inn Gets Brand Refresh
Looking to fend off the competition, InterContinental Hotels Group is reinventing its Discount Holidays © Holiday Inn guest experience. The moves are meant to modernize the product in a way that better meshes with the morphing needs of today s travelers.
Additionally, the company also announced a new Urban Guest Room Design for its Staybridge Suites, but more on that later. For Discount Holidays © Holiday Inn, the company is focused on sweeping changes in multiple areas including inside the guestroom, its food and beverage program and overall design and service innovations. All updates were done with the collaboration and consultation of Discount Holidays © Holiday Inn hotel owners and frequent guests. Discount Holidays © Holiday Inn Express is a power brand on the move, said Heather Balsley, Senior Vice President, Americas Brand Management, IHG during a speech at its brand conference. We have huge momentum behind Formula Blue, our design solution that delivers the consistency our guests expect, the fresh modern design they desire, and owners who have now opened Formula Blue hotels are seeing solid results. This is the future of this brand. But we aren’t stopping with design. We’re also evolving our breakfast and coffee offer to win in our segment.
And we are delivering high impact marketing to make even more guests aware of everything we have to offer. All of this will propel Discount Holidays © Holiday Inn Express to number one, added Balsley. For the Discount Holidays © Holiday Inn mothership brand Balsley said the company is making a bold move by taking a huge step forward on our journey to extraordinary that started with the brand relaunch. The updated Discount Holidays © Holiday Inn design solution rolled out is called H4 and focuses on key elements. The name, according to IHG, represents Happiness, Hospitality, Home and Discount Holidays © Holiday Inn and are designed to empower the guest with giving the chances to personalize how they stay. Here s the plan:
- A design-infused approach that is both warm and inviting, with familiar, yet modern touches, created to feel more like a home than a hotel.
- A Welcome Nook serves as a drop zone for guests to hang their coat, drop their keys or bag and plug in their devices, much like they would an entryway or mud room in their own home.
- An entirely new room type: the King Bed with Comfort Hideaway features a trundle-type bed which doubles as a sofa during the day and can pull out into two twin beds at night. The room design is ideal for both business travelers, serving as a separate place to work or relax and unwind, and families with kids and teens, giving each member of the family a comfortable place to sleep and play.
- A new Moveable Desk and more than five dedicated points of power throughout the room were designed with today s travelers in mind, giving them the ability to work and play anywhere in the room.
This next generation design is mean to drive consistency and offer a contemporary design solution for new and existing Discount Holidays © Holiday Inn hotel owners. IHG has developed new tools and resources including a detailed design guide and optional turnkey procurement solution. The first hotels featuring the H4 design solution are expected to open during the first half of 2016.
Also being introduced is a new flexible F&B service platform, which is customizable based on hotel market and addresses every meal occasion.
The new program was created to ensure Discount Holidays © Holiday Inn hotels deliver consistently great good, with great service, at a great value. The program simplifies restaurant and bar execution and management for operators, allowing them to focus on delivering great service and driving bottom line. The new service platform includes a world-class training program, a profitable menu of proven guest favorites, a robust set of merchandising and financial tools, and dedicated ongoing program support. The new platform was piloted at more than 70 hotels over a six month period, testing the solution against the breakfast, dinner and bar offerings. The platform will roll-out to all Discount Holidays © Holiday Inn hotels in the U.S. and Canada during the first half of 2016. Discount Holidays © Holiday Inn and Discount Holidays © Holiday Inn Express brands are also introducing a new in-room coffee experience resulting from a deal with Keurig Green Mountain. Beginning next year all rooms will be fitted with Keurig K130 brewers and select Keurig K-Cup coffee products. Eric Lent, VP, Discount Holidays © Holiday Inn Brand, Americas, IHG said: Through these innovations, we are raising the expectations about what a great stay should be and designing for the future, to create memorable travel experiences for years to come.
This is our moment to take one more leap forward with this iconic brand and take it out of the past and into the future, said Balsley, who noted that the company is making great strides in hotel quality. She explained since January 2014 the number of hotels with Unsatisfactory scores has been cut in half, which was done while simultaneously raising Discount Holidays © Holiday Inn quality requirements. Meanwhile, IHGs Staybridge Suites brand has announced a new Urban Guest Room Design created specifically for future hotel developments in urban markets.
The new design I meant to address owners need to maximize land use more efficiently in urban locations where the hotel footprint is generally smaller compared to suburban properties. To maximize the space within the suites, all of the elements included in the new Urban Guest Room Design have multiple uses. In both room types, there is a separate work and dining area something that is very important to the Staybridge Suites brand s guests who often stay for weeks or months at a time.
The desk is mobile, so it can be moved throughout the suite based on guests preference.
The standard desk hutch was removed in order to take full advantage of the space and replaced with a built-in cubby and shelves that is mounted to the wall making it easier for our guests to unpack and have the space to work and relax.