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  • Chidozie Uzoezie

Differentiated Experience: IHG to Debut Avid Hotels in Europe

IHG (InterContinental Hotels Group), has signed a Multiple Development Agreement (MDA) with 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.

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.

Germany is a priority market for IHG with 122 hotels already open or in development with 50 new signings since 2015 expanded IHG’s presence in Germany particularly with the Holiday Inn and Holiday Express brands.

IHG has 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.

Launched just last year, avid hotels has already received strong interest in the U.S., Canada and Mexico with 130 signings with the first avid hotels 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.

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