New Brands from IHG & Wyndham
InterContinental Hotels Group soon will launch a new midscale brand.
IHG did not reveal the name, instead calling it Project Horizon in promotional materials. The price point will be $10 to $15 less than IHG’s
Holiday Inn Express. The properties are intended to be new
construction with 95 to 100
guest rooms. They’ll feature
“intimate and inviting” public
spaces built for both working
and socializing, and each may
include a pool. The guest rooms
will focus on restful sleep, including quality mattresses and
bedding. Each room also will
feature a built-in work space,
open closet, smart TV and quality shower. The hotels will offer
mobile check-in and IHG Connect enhanced Wi-Fi.
The midscale segment is a
relative white space for the
company, as the extended-stay
Candlewood Suites is its only
midscale offering. Both Holiday
Inn and Holiday Inn Express sit
in the upper-midscale segment.
IHG anticipates the brand
will be ready for franchising this
fall and the first hotels will begin construction in early 2018
to open in 2019.
Wyndham’s Soft Brand
Wyndham Hotel Group has
launched The Trademark Hotel Collection, a soft brand for
three- and four-star independent hotels. Properties that
join the brand will be able to
leverage Wyndham’s scale,
distribution, services and loyalty program.
“The Trademark Hotel Collection is the next step in our
mission to flip the script on existing expectations and champion all hoteliers by offering them
an independent choice outside
of the current luxury and up-scale options available,” said
Lisa Checchio, Wyndham Hotel
Group VP of brand marketing
Fifty properties are poised
to join the portfolio, either
via commitments from owners of existing properties or
from those looking for new-construction opportunities, according to the company.
The soft brand concept is
hardly new for the industry,
but Wyndham Hotel Group
chief development officer
Chip Ohlsson said there’s room to grow a soft brand in the upper-
midscale segment, which he said accounts for 18 percent of indepen-
dent rooms in the U.S.
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