With nearly 1,400 hotels worldwide, Holiday Inn Hotels and Resorts is one of the most widely recognized lodging brand in the world, but the old green and yellow signage will soon be a thing of the past. In late 2007, InterContinental Hotels Group (IHG) announced a worldwide relaunch of the Holiday Inn brand family, comprised of Holiday Inn and Holiday Inn Express.
The brand relaunch program includes:
Dramatic changes to signage – a new, iconic script logo, energizing the signature color green and eliminating the current shield shape. The brand will replace more than 11,000 signs around the world to reflect this refreshed and contemporary look. The redesigned brand signage also will be incorporated into design elements in each of the more than 3,100 hotel lobbies and more than 400,000 guest rooms.
New bedding will redefine the look and feel of each guest room with fresh, white triple-sheeting and pillows that come in two comfort levels: “soft” and “firm.” An enhanced bathroom will feature an improved shower head that offers superior pressure, as well as a signature shower curtain with curved rod and new amenities to deliver a consistent bath experience that feels fresh and contemporary.
A new signature arrival – including new lighting, landscaping and design features. Customized music and scent selections also will engage guests in a complete sensory experience, and a decluttered front desk will promote a more efficient and interactive check-in process.
Also integrated in the re-branding is a new service promise culture – “Stay Real” – which further ensures staff develop the behaviors and skills to best serve guests by treating them as real people and consistently deliver the real, genuine service for which Holiday Inn is known.
The $1 billion relaunch of Holiday Inn is the largest in the history of the hospitality industry, with more than 3,300 hotels being updated around the world. IHG expects the relaunch to be completed by the end of 2010, so snap photos of those old Holiday Inn signs now, before they disappear forever. To learn more, watch the video below, where chief marketing officer, Tom Seddon, talks about relaunching 1000 Holiday Inn and Holiday Inn Express hotels around the world.