IHG to launch 2 more brands
Nov 2, 2017, 2:13 pm
#1
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IHG to launch 2 more brands
According to this article, IHG wants to launch a new luxury brand, positioned above Intercontinental, and also a soft brand (i.e. their version of Curio, Autograph, Tribute, etc).
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
Nov 2, 2017, 2:51 pm
#2
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According to this article, IHG wants to launch a new luxury brand, positioned above Intercontinental, and also a soft brand (i.e. their version of Curio, Autograph, Tribute, etc).
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
I thought all of the current brands were the equivalent of Curio by Hilton or Tribute by Starwood.
Nov 2, 2017, 3:18 pm
#3
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I'm not sure the addition of more brands is needed. I often wonder why so many of the companies have the need for so many brands. Then again, maybe that's the reason why they do it. With Mariott/Starwood being so large now, IHG may not want to seem like the brand of "less choice".
I definitely welcome a luxury brand. I would have accepted more ICs, but something better would be great too
I definitely welcome a luxury brand. I would have accepted more ICs, but something better would be great too
Nov 2, 2017, 4:25 pm
#4
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I always thought Indigo is already a soft brand...
Ah yes, I dislike all these extra brands. Does nothing for me.
And think the old days when Holiday Inn developed and owned Embassy Suites, Hampton Inns, Homewood...and InterContinental owned Forum...Should have kept them don't you Holiday Inn?
Ah yes, I dislike all these extra brands. Does nothing for me.
And think the old days when Holiday Inn developed and owned Embassy Suites, Hampton Inns, Homewood...and InterContinental owned Forum...Should have kept them don't you Holiday Inn?
Nov 3, 2017, 3:37 am
#5
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Not companies have the need for so many brands but consumers! Different generations of consumers have different preferences regarding hotels and hotel brands. Particularly many millennials aren't the biggest fans of old, big, well-established brands and prefer newer, smaller, and softer/more individualized brands.
Nov 3, 2017, 4:54 am
#7
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I always thought Indigo is already a soft brand...
Ah yes, I dislike all these extra brands. Does nothing for me.
And think the old days when Holiday Inn developed and owned Embassy Suites, Hampton Inns, Homewood...and InterContinental owned Forum...Should have kept them don't you Holiday Inn?
Ah yes, I dislike all these extra brands. Does nothing for me.
And think the old days when Holiday Inn developed and owned Embassy Suites, Hampton Inns, Homewood...and InterContinental owned Forum...Should have kept them don't you Holiday Inn?
The new brand thirst belies insecurity, to my eyes.
Nov 3, 2017, 5:32 am
#8
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Separately, Bass bought Intercontinental.
Nov 3, 2017, 9:21 pm
#11
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Why do you become a franchisee? Because you think you can use the business model profitably. But you would only think that if you believe the business (the new hotel brand) is attractive to hotel guests.
Nov 3, 2017, 9:28 pm
#12
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If you've got a USA IP address, an interesting look at how Indigo brands:
https://tubitv.com/tv-shows/324541/s01_e03_hotel_indigo
There are some things they're very picky about in terms of common design elements- the nautilus, proportions in the lobby an check-in area, the use of hipster artistic wallpaper, etc. so that people can easily recognize a property as an Indigo while each property still has design elements that reflect the location of the hotel and local culture.
https://tubitv.com/tv-shows/324541/s01_e03_hotel_indigo
There are some things they're very picky about in terms of common design elements- the nautilus, proportions in the lobby an check-in area, the use of hipster artistic wallpaper, etc. so that people can easily recognize a property as an Indigo while each property still has design elements that reflect the location of the hotel and local culture.
Nov 3, 2017, 9:53 pm
#13
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For the record, I've never been an "insider" to an IHG-branded hotel. I could be way off. But, it's possible that one of the reason for starting a new brand is to increase market share in cities where they can't add hotels due to these geographic restrictions.
Nov 4, 2017, 4:09 am
#14
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According to this article, IHG wants to launch a new luxury brand, positioned above Intercontinental, and also a soft brand (i.e. their version of Curio, Autograph, Tribute, etc).
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
https://skift.com/2017/10/20/ihg-is-...-luxury-brand/
For IC, I always wonder if, in some cities, IHG signs a deal with the franchisee that no other IC will be allowed in the same city (many cities have just one IC). By creating a new brand, they might be able to bypass this problem and open more upscale hotels in a given city.
If you've got a USA IP address, an interesting look at how Indigo brands:
https://tubitv.com/tv-shows/324541/s01_e03_hotel_indigo
https://tubitv.com/tv-shows/324541/s01_e03_hotel_indigo
Nov 4, 2017, 4:38 am
#15
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I think one of the problems is that there are too many similarly named hotels close to one another, especially in the US. Take ORD as an example, there are a lot of HI and HIX in the region that makes it hard for guests looking for their shuttle bus and taxi drivers. Avid might solve the problem if it is positioned around that of HI.
For IC, I always wonder if, in some cities, IHG signs a deal with the franchisee that no other IC will be allowed in the same city (many cities have just one IC). By creating a new brand, they might be able to bypass this problem and open more upscale hotels in a given city.
Taiwan IP here, no problem watching.
For IC, I always wonder if, in some cities, IHG signs a deal with the franchisee that no other IC will be allowed in the same city (many cities have just one IC). By creating a new brand, they might be able to bypass this problem and open more upscale hotels in a given city.
Taiwan IP here, no problem watching.
I don't think the new brand will play a big role outside of Asia.
Last edited by Chinatrvl; Nov 4, 2017 at 1:02 pm