“Avid comes across as a dependable brand with a more functional appeal, an approach that seems consistent with IHG’s overall approach to branding. There are definitely design components for the new brand that address the needs of the modern traveler, but I think IHG, in general, appears to employ a safer approach in its branding and remains close to its core equity of dependable, value-driven brands.”
Skift: Dr. Mody Comments on IHG’s New Mid-scale Brand, Avid Hotels
Avid Hotels Is the Name IHG Gave to Its New Midscale Brand After a 3-Month Wait, Skift
Intercontinental Hotel Group has announced the name of their newest brand, Avid Hotels. Elie Maalouf, IHG CEO of the Americas described the new chain as “championing the everyday traveler at an everyday price.”
Mid-scale hotel brands like Avid are popping up around the world, including Tru by Hilton and Moxy by Marriott. Despite the growing trend, no one brand has yet to take hold of this specific market. Dr. Makarand Mody spoke with Skift to comment on the latest Avid Hotel brand developments from IHG.