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IHG’s Four Upper-Midscale Brands in Greater China (From clockwise: Atwell Suites, EVEN Hotels, Holiday Inn, Holiday Inn Express) – Image Credit IHG Hotels & Resorts
- IHG is launching a strategic overhaul for its upper-midscale brands in Greater China.
- The plan is focused on optimizing investment structures and brand refreshments.
IHG Hotels & Resorts disclosed a strategic overhaul of its four upper-midscale brands in Greater China: Atwell Suites, EVEN Hotels, Holiday Inn, and Holiday Inn Express. The move aims to optimize investment structures and refresh the brand image in response to the evolving hotel market in the region.
Kent Sun, Chief Development Officer of IHG Greater China, noted that China’s hospitality industry is undergoing significant transformation, emphasizing quality-driven growth. As the upper-midscale segment is projected to double in size in the next decade, hotel owners are looking for smarter investment models with lower barriers, effective operations, and steady returns.
The revamped brands cater to diverse market needs across city tiers, investment scales, and guest preferences. They are supported by a newly optimized cost structure that combines quality, value, and flexibility, offering owners a competitive return on investment.
To enhance investment performance, IHG Greater China is introducing a four-dimensional support system encompassing Cost-Efficient Construction, Smart Operations, Revenue Growth, and Procurement Support. This system leverages the platform’s scale and local know-how to ensure seamless operations and consistent guest experiences.
In terms of operating models, IHG is offering three flexible partnership options: Managed, Franchise, and Franchise+. The Franchise+ model, which was designed locally, includes initial general manager support from IHG to ensure brand standard delivery, transitioning to full owner-led operations.
As part of the strategic upgrade, EVEN Hotels, Holiday Inn, and Holiday Inn Express will undergo comprehensive brand refreshes. Atwell Suites will open its first properties in Shanghai, Shenzhen, and Hangzhou this year. These initiatives reflect the changing guest expectations and a refined investment model, reinforcing IHG’s leadership in the upper-midscale space.