Holiday Inn Express

PROBLEM:

The brand had been enormously successful, being one of the largest and fastest growing in the industry.  But lacked a clear and consistent consumer positioning and differentiation form its older sibling Holiday Inn.

SOLUTION:

With insight gleaned from global research, the brand was repositioned to champion smart travel for all.

For guests who want to “rest-and-go” the brand provides more where it matters most for them.

This leaves guests feeling “More than ready.“

RESULTS:

Holiday Inn Express become IHG’s fastest growing brand.

Now with 2,888 open hotels and 755 new hotels in the pipeline.

Significant gains were seen in guest experience, new hotel signings and owner confidence. 

PURPOSE

We exist to champion smart travel for everyone. We are the brand that delivers a smarter travel experience to those who ‘rest-and-go’, by providing these guests with more where it matters most to them. Ultimately, we want our guests to feel More Than Ready.

 

CUSTOMER – SMART TRAVELER

We serve the self-sufficient, Smart Traveler who wants a basecamp and launch pad for the often-complex mission in front of them. They are price-conscious but value-smart, and relentlessly seek to stay in flow and in control. Aged 35-54, they’re 55/45 male/female, and 40 percent have children.

 

PERSONALITY

We’re visionaries who think outside the box to innovate. We defined the concept of simple, smart travel in 1991, and we continue to push the boundaries of simplicity and intelligence — adding edge and humor that resonates in a social, mobile, connected world.

WHERE WE PLAY

We strive to be the global leader in the Limited/Select Service hospitality. At the end of 2016, we had 2469 hotels worldwide: 2137 in Americas, 231 in Europe, 69 in Greater China and 32 in AMEA.

POINTS OF DIFFERENCE

  • We deliver superior value through our brilliant basics, and a little more where it matters most — including our all-inclusive Express Start Breakfast, a great night’s sleep with Express Recharge, and a great shower you can count on no matter where in the world you may travel.
  • We offer efficient and frictionless experiences for guests on the move like our expedient Express Start Arrival, and the guarantee of the right in-room amenities, plus powerful WiFi with Express Essentials.
  • We have a commitment to ease and transparency in every way, from simple pricing and room selection, to friendly and responsive service just when you need it.
  • We’re part of IHG Rewards Club, the world’s largest hotel loyalty program

SERVICE & DESIGN STYLE

Our service style is Stay Ready, while we call our design style Purposeful Contemporary. We cleverly combine the practicalities our guests require with the fresh, thoughtful qualities they desire. This is achieved through quality essentials, delivered with depth and highlighted through purposeful detail.

SIMPLE PLEASURES