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Hotel groups enter the race

7 min reading time

Published on 24/03/08 - Updated on 17/03/22

With the market changing and the arrival of innovative players, hotel groups are refurbishing. Their strategies most often follow two parallel routes simultaneously: repositioning of well-established midscale brands and the launch of new brands that are better adapted to the new expectations of generation X. Conviviality, freedom, modernity: the new midscale hotel business will be resolutely lifestyles-oriented.

Pioneers receive the honors: one of the oldest hotel brands is preparing to receive a serious facelift. The InterContinental Hotels Group (IHG) announced last October that it would relaunch the Holiday Inn brand worldwide. Owners and franchisees will jointly invest a billion dollars over 3 years in...

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