Intercontinental Hotels Group revealed a four percent rise in growth revenue in 2017, and now new CEO Keith Barr is confidently teasing what’s next for the hotel group.
Broadening the appeal of the Intercontinental’s upscale hotel brands will be a priority. Keith Barr, in Intercontinental’s end-of-year trend report, announced their desire to form a new hotel brand that “ticks all the boxes”.
A new hotel that is “different, but reassuring”
“We think there is a real opportunity for an upscale brand that offers the guest something more formal and differentiated, combined with the reassurance and quality standards of a branded chain,” he said.
Intercontinental currently act an umbrella for 13 hotel brands, including Crowne Plaza and Holiday Inn.
Barr went on: “Later this year we will be launching an upscale conversion brand that ticks all of those boxes.”
Independents would benefit
The hotels may be procured from independent owners in Europe, Middle East, Africa and Asia, who Barr insists “would benefit from coming into the IHG system”.
Keith Barr was speaking in the Intercontinental’s recent trend report, which details the latest consumer trends for hotels. The extensive report emphasises the contractions of the modern traveller, who desire personalized travel experiences, while still being loyal to brands like Intercontinental.
Read the full Intercontinental trend report online