IHG develops its new avid brand in Europe

2 min reading time

Published on 10/10/18 - Updated on 17/03/22

GS Star & IHG

In line with IHG's recent announcements of new brand launches, the British group confirms the development of one in Germany.

avid hotel, IHG's new economic brand is in full development and multiple projects have been signed in Europe and America. It wants to differentiate itself from its competitors through new hotels with "modern" design and offering comfortable rooms & breakfast of quality.

The first property of the new avid brand opened in September in Oklahoma City and 130 other agreements were signed in America to open new avid hotels.

See our article: IHG opens first avid hotel

The British group has announced its plans to develop avid in Germany with its partner GS Star. 15 properties by the new brand are now in the pipeline of these players with the aim of inaugurating the first one in 2020.

Andreas Erben of 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.

voco, the other new brand by IHG

Another new brand of IHG, voco is a brand that aims to accelerate hotel conversions with a goal for reaching 200 properties in 10 years. Last week in Paris, the latter unveiled new elements that characterize it.

 Read our article: [En images] IHG lève le voile sur voco 

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