The relaunch, which will take place over the next three years, employs a streamlined ‘H’ in the logo, with revamped lobbies and lighting systems globally, music in public areas and a signature scent. Asia-Pacific is expected to be a core focus for the rebranding effort, with China, Thailand and Australia to be among the first markets to make the move.
“Holiday Inn’s new service is all about recognising that our guests are real people who expect to be treated as individuals and not just another room number,” said newly-appointed SVP of sales and marketing, InterContinental Hotels Group (IHG) Asia-Pacific, Gary Rosen.
“The changes ensure that the brand goes forward into the future with a strong and confident new image.”
Rosen noted that the decision to update one of the sector’s most iconic brands was a result of a two-year research initiative, which canvassed the opinions of more than 18,000 consumers.
"Our research clearly showed that what matters most to our guests is being consistently efficient with friendly service. In time, all Holiday Inn employees will undergo comprehensive engagement programmes to give them the tools to deliver that level of service,” he added.
On the marketing front, Holiday Inn’s parent company IHG is planning a widespread communications campaign which is expected to break in 2009, along with a renewed focus on the hotel chain’s loyalty programmes, websites, call centres and sales teams.
Holiday Inn currently boasts 3,125 hotels globally and is in the process of developing another 900.
