
Brand leaders at the IHG Americas Investors & Leadership Conference this week in Las Vegas said the rebranding journey is not over for Holiday Inn especially for Food and beverage in its "Hub".
In an effort to make lost real estate a profitable area for both the chan and clients (as they will have a more enjoyable experience), Holiday Inn launched The Hub at Holiday Inn, formerly called the Social Hub at a test location in Atlanta last June.Holiday Inn has created 15 different floor plans for The Hub, with long-term plans calling for the concept to roll out worldwide.During the IHG Americas Investors & Leadership Conference in las Vegas this week, Verchele Wiggins, vice president of global brand management for the Holiday Inn brand family, had many comments to say about F&B at the hub.“We need to think about owning the entire evening social occasion,” Wiggins said. “We need to change the way we think about the bar.”In addition to positive guest feedback, Wiggins said the test at Gwinnett Center has yielded impressive numbers, with food per occupied room up 20% compared with last year, beverage per occupied room up 50% and business at the 24/7 market up 143%.Holiday Inn has created 15 different floor plans for The Hub, with long-term plans calling for the concept to roll out worldwide.