InterContinental Hotels Group has rebranded itself as IHG Hotels & Resorts. The move, according to the company, reflects company’s growth to 16 brands, with a portfolio of nearly 6,000 hotels across 100 countries, as it prepares for the return of international travel this year.
The brand refresh also includes renaming the IHG Rewards Club to IHG Rewards, making the loyalty program more inclusive “to reflect the warm welcome that is available to all,” the hotel group said in a statement.
“Going forward, IHG Rewards will be seen out and about more often and in more places,” the statement promises.
The mega-operator says it will restructure its portfolio into four categories, which it calls “collections,” to help guests better identify each brand’s offering:
• Luxury and Lifestyle Collection (Six Senses, Regent, InterContinental, Kimpton and Indigo
• Premium Collection (Hualuxe, Crowne Plaza, Even and Voco
•Essentials Collection (Holiday Inn, Holiday Inn Express and Avid)
Suites Collection (Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations and Candlewood Suites).
Visually, the IHG Hotels & Resorts brand identity has been given a makeover with new colors, photography and font to showcases the brands and hotel experiences in a more engaging way, the company said.
“The travel industry has faced challenges like never before, and while adapting to new realities we’ve also stayed true to our roots,” said Claire Bennett, chief customer officer. “We have an incredible family of brands, centered around connecting people. Our evolved brand articulates how we bring our purpose of True Hospitality for Good to life for our guests, hotel owners, colleagues and communities.”