Open Lobby is a game changer for Holiday Inn brand transforming the traditional perception of the hotel reception within the European hotel industry.
As one of the most significant brand transformations that IHG hotels have ever seen, Open Lobby is a clear game changer for Holiday Inn putting a new spin on the traditional perception of the hotel public area within the European hotel industry.
Built on the foundations of extensive research, this innovative hotel concept has a proven track record of turning a traditionally underutilised area into loyalty driving, revenue-generating welcoming areas to work, eat, drink and socialise.
Since introducing Open Lobby in 2012 brand perception and consideration have massively improved for Holiday Inn with an overall increase in guest loyalty to the brand.
Due to the overall success of the concept, Open Lobby has become a brand standard for all Holiday Inn hotels and one of the six pillars of success to the brand transformation.
Every year since its launch IHG has doubled the number of refurbishments, putting the company on track to achieve estate transformation by the end of 2020.