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IHG unveils new brand prototypes

IHG (InterContinental Hotels Group), one of the world’s leading global hotel companies, has revealed its latest brand updates and innovations to its mainstream hotel owners.

As an industry icon, Holiday Inn continues to innovate the guest experience through H4 Design. Launched in 2017, this flexible solution empowers guests to adapt the space to meet their individual needs and is a brand standard for all new hotel openings, conversions and hotels undergoing renovations.

This week, the brand introduced the H4 prototype, an evolution of H4 Design, which provides owners with a more modern and efficient building that flexes to meet the needs of individual markets, including:

-- Flexible, open public spaces that allow guests to be productive while maintaining their connection to the wider social environment.

-- Multiple restaurant and bar concepts which can be tailored to the available space, allowing for flexibility while offering guests high quality dining in an inviting environment.

-- Adaptable meeting space which can be quickly and easily adjusted to the needs of both business and leisure groups.

-- Welcoming guest room design including thoughtful touches to ensure a great night’s sleep, abundant power and connectivity points, and the signature “Welcome Nook” that provides multi-functional storage so guests can unpack in a way that works for them.

IHG’s extended stay brand in the UK and abroad, Staybridge Suites, also unveiled prototype and interior design solutions for new build hotels and properties going through renovations. These have been designed to help create an inviting space for guests while maintaining a cost per key for hotel owners that is in line with the previous prototype.

The new design solution for Staybridge Suites, Generation 7.0, will roll out in October 2019 and includes:
-- A new exterior design with a front porch to create a more vibrant sense of arrival.

-- A reimagined public space designed to create a wide-open sense of arrival with shared workspaces, areas to socialize, more seating, a breakfast space that seamlessly transitions to a comfortable lounge area, and stronger connection to the outdoor space.

-- Updated suites with distinct zones for working, relaxing and sleeping, ample storage options, contemporary kitchens and furniture that is easy to move so that guests can easily make the space their own.

Heather Balsley, Senior Vice President, Global Marketing Mainstream Brands, IHG, commented, “We are continually evolving and investing in our brands, and at the center of our latest enhancements sits extensive customer research and close collaboration with our owners.

'This is crucial to delivering brand experiences that fit the ever-evolving needs of mainstream travelers and drive performance for our hotel owners.

'As these new prototypes start rolling out across the market, we know they will take guest satisfaction and brand strength to the next level.”