InterContinental Hotels Group is to launch a refresh of its Holiday Inn family, which will be implemented across all hotels, with branding by Interbrand.
Redesigned brand signage will be installed at hotels once they have implemented the relaunch programme, which aims to give Holiday Inn a ‘refreshed and contemporary brand image’.
The new identity uses the letter ‘H’ in white on green, with the addition of the particular brand name, such as Holiday Inn or Holiday Inn Express.
All Holiday Inn hotels open or under development are expected to have implemented the relaunch programme by the end of 2010, with the first due to open in spring 2008 in the US.
‘The changes we are making will ensure the Holiday Inn brand goes forward into the future with a strong and confident new image,’ says IHG’s chief executive Andrew Cosslett.
IHG expects the relaunch programme to allow Holiday Inn hotels to generate significantly higher revenue, as well as an enhanced return on investment for the room’s owners. Owners and franchisees will invest up to $1bn (£488 000) over a three-year period to carry out the brand relaunch to meet the required service and quality levels.