InterContinental Hotels Group has revealed the name of its new high-quality midscale brand, avid™ hotels, alongside a brand logo and renderings of the hotel exterior, public space and guest rooms.

First introduced to owners at the IHG Americas Conference in June, avid hotels is franchise ready beginning today, officially marking the start of licensing in the U.S. for this much-anticipated new brand.

More than 150 owners have already expressed interest in the brand demonstrating the strong demand and great potential for avid hotels in this market segment. IHG expects the first avid hotels locations to begin construction in early 2018, and the first hotel is anticipated to open in early 2019.

The brand is designed for travelers who want a hotel stay that finally meets their expectations for the type of hospitality they value most at a price point expected to be about $10-15 less than IHG’s industry-leading Holiday Inn Express brand.

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