Close

Cart

Total $0.00

Checkout

IHG® (InterContinental Hotels Group), one of the world’s leading hotel companies, has announced a Multiple Development Agreement (MDA) with existing partner GS Star GmbH (GS Star) to bring 15 avid® hotels to the German market. This marks a significant milestone launching avid hotels, IHG’s newest mainstream brand, in Europe for the first time.

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.

IHG is now seeking to build further on this hotel growth momentum in Germany with the ambition for avid hotels to become one of their biggest brands in Germany.

The deal signed today at EXPO Real in Munich between IHG and GS Star is the first important step in realising this ambition.

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. GS Star has been selected as a proven MDA partner with existing experience of developing IHG’s mainstream hotels in German priority target cities.

Announcing the deal at a signing ceremony at Expo Real in Munich, 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.”

Andreas Erben at GS Star commented: “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.”

avid hotels, launched by IHG only last year, has already received strong owner interest in the U.S., Canada and Mexico with 130 signings. The first avid hotels property opened in August this year in Oklahoma City. The avid hotels brand is focused on satisfying guest’s demands for accommodation basics done exceptionally well and on delivering a consistent and differentiated experience on four key areas;

  • Rooms Designed for Sound Sleep –Delivering a best-in-class sleep experience, with 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. 
     
  • Focused, 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 our guests including next generation reservation system and IHG® Connect enhanced Wi-Fi technology.
     
  • The avid hotels Guarantee – the brand is committed to great stays and has developed the avid hotels guarantee to ensure that the room will be ‘just right’ upon arrival so that guests can rest assured that they made the right decision by choosing avid hotels. 

About IHG

IHG ® (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of hotel brands, including Regent Hotels & Resorts, InterContinental® Hotels & Resorts, Kimpton® Hotels & Restaurants, Hotel Indigo®, EVEN® Hotels, HUALUXE® Hotels and Resorts, Crowne Plaza® Hotels & Resorts, voco™ Hotels, Holiday Inn®, Holiday Inn Express®, Holiday Inn Club Vacations®, Holiday Inn Resort®, avid™ hotels, Staybridge Suites® and Candlewood Suites®. 
  
IHG franchises, leases, manages or owns more than 5,400 hotels and 810,000 guest rooms in almost 100 countries, with nearly 1,800 hotels in its development pipeline. IHG also manages IHG® Rewards Club, our global loyalty programme, which has more than 100 million enrolled members.    
  
InterContinental Hotels Group PLC is the Group’s holding company and is incorporated in Great Britain and registered in England and Wales. More than 375,000 people work across IHG's hotels and corporate offices globally. 
  
Visit www.ihg.com for hotel information.

Contact: Michael Kissman

michael.kissman@ihg.com / +44 (0) 7970 889 317

Related News

IHG Signs With Interlink Group to Develop Holiday Inn & Suites in Wagga Wagga, Australia

Glenmont Acquires Radisson Hotel Cleveland-Gateway to Be Rebranded as Hotel Indigo Following Comprehensive $7 Million Renovation

UBM Development AG and IHG Sign Agreement for First voco™ Hotel in the Netherlands

Union Investment and IHG to Invest 60 Million Euro to Modernize InterContinental® Berlin

IHG Promotes Willemijn Geels to Vice President of Development, Europe

IHG Signs With Fortress Development for New InterContinental Hotels & Resorts Property in Bellevue, Washington

IHG Signs Management Agreement With Indroyal Hospitality for Crowne Plaza Amaravati

IHG Acquires Six Senses Hotels Resorts Spas From Pegasus Capital Advisors for $300 Million

Kurt Furlong Assumes Chairmanship of IHG Owners Association

IHG Signs With Tipping Point Hospitality Private Limited for Holiday Inn Goa Candolim Expected to Open November 2019

IHG Signs With B&G Estate Co., Ltd. for New-Build voco™ in Bangkok, Thailand Marking Brand First in South East Asia

Staybridge Suites® London- Heathrow Bath Road Opens at Heathrow Airport With General Manager Mark Roth at the Helm

IHG and Arab International Tourism Investment Company Partner for 2022 Debut of voco Giza Pyramids in Egypt

Epelboim Development Group and IHG Complete the EVEN® Hotel Miami Airport Project

IHG Owners Association's Decade-Long Fundraiser Hits $1 Million Goal for Give Kids The World Village

Bangladesh Services Limited & IHG Open InterContinental Dhaka Marking IHG's Re-Entry Into the Capital City

Interstate Hotels & Resorts Debuts IHG’s Hotel Indigo Brand in Manchester, UK

ACICO Gulf Real Estate Signs With IHG to Rebrand Nassima Royal Hotel to voco™ Dubai

XSS Hotels (“XSS”) and Cathartes Investments to Develop New-Build, Dual-Branded Staybridge Suites® and Holiday Inn Express® in Quincy, Massachusetts, a Suburb of Boston

IHG Appoints Brian McGuinness as Senior Vice President of Global Guest Experience

All News »

Please login or register to post a comment.