It is a midscale brand with rates that will be $10 to $15 lower than rack rates at a comparable Holiday Inn Express property.
The brand is designed for new build projects with around 90 to 100 rooms, spread out over 1.5 acres.
The brand will launch in the Americas.
The brand is for what IHG termed “principled everyday travelers” who want “exceptional quality at a great price” and are “practical, self-reliant, and value a hard-earned dollar.”
Rooms are “designed for sound sleep” and will measure 220 square feet for a king room (making up 65 percent of rooms) and 275 square feet for a double queen room (making up 35 percent of rooms).
In-room technology will include the ability for guests to cast content from their own devices onto the TVs.
Complimentary breakfast will be “no nonsense” but with “brand-name options.”
It will cost a hotel owner from $85,000 to $90,000 per room key to build and the first 100 license agreements would get a discount. IHG will have a 5 percent royalty fee.
The brand will be “franchise ready” by this fall, and the first hotels are expected to undergo construction by 2018 and open by 2019.
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