IHG mulls new brand aimed at midscale conversions - 0 views
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asianhospitality on 24 Oct 23IHG HOTELS & RESORTS is set to launch a new brand targeted at midscale conversions, the company said during its first-half earnings call. Although the company has kept the brand's name under wraps, more than 100 hotels and their owners have displayed strong interest in the new brand. IHG, has previously established brands such as Holiday Inn and Holiday Inn Express in the upper-midscale category. It expects that the forthcoming brand will advance the company's growth within a $14 billion segment exclusive to the U.S. market. "As we expand our brand portfolio, we're pleased to announce an upcoming launch of a new brand aimed at midscale conversion opportunities," said Elie Maalouf, IHG's CEO. "conversions offer substantial growth potential, constituting approximately 40 percent of global first-half openings and signings, reflecting owners' increasing eagerness to swiftly benefit from IHG's reach and enterprise. We're thrilled that over 100 hotels have already expressed definite interest in this new brand."