Intercontinental Hotels Group has unveiled a brand refresh which it says reflects “the hotel group’s purpose of True Hospitality for Good, its evolving story, portfolio and the needs of hotel owners, consumers, and communities around the world”.

“Hotels and Resorts” has been added to highlight “the company’s collection of 16 brands that sit side by side as one family”, and the branding has been given a smart black makeover, replacing the previous orange visuals.

In addition “Club” has been removed from the group’s IHG Rewards loyalty scheme, “to reflect the warm welcome that is available to all”.

The group says that the new visual brand identity will “better tell the stories of the brand and make it more relevant and attractive to consumers – particularly a younger demographic of consumers, as well as hotel owners, colleagues and future talent around the world”.

The group has launched several new brands in recent years, including Atwell Suites, Avid and Voco, and the firm’s 16 separate brands have now been grouped into four “collections”, as follows:

The Luxury and Lifestyle Collection

  • Six Senses Hotels Resorts Spas
  • Regent Hotels and Resorts
  • Intercontinental Hotels and Resorts
  • Kimpton Hotels and Restaurants
  • Hotel Indigo

The Premium Collection

  • Hualuxe Hotels and Resorts
  • Crowne Plaza Hotels and Resorts
  • Even Hotels
  • Voco Hotels

The Essentials Collection

  • Holiday Inn Hotels and Resorts
  • Holiday Inn Express
  • Avid hotels

The Suites Collection

  • Atwell Suites
  • Staybridge Suites
  • Holiday Inn Club Vacations
  • Candlewood Suites

Commenting on the news Claire Bennett, chief customer officer, IHG Hotels and Resorts, said:

“The travel industry has faced challenges like never before, and while adapting to new realities we’ve also stayed true to our roots. We have an incredible family of brands, centred around connecting people – strengthening family bonds, forging business partnerships, uniting far-flung friends and engaging with our communities.

“Our evolved brand articulates how we bring our purpose of True Hospitality for Good to life for our guests, hotel owners, colleagues and communities. So, as we continue to lead through and beyond the pandemic, we’re clear who we are, what we stand for and how we can help guests open up their world again when they’re ready to travel.

“And we all feel we need that more than ever, because travel not only opens doors, it opens minds and hearts. That’s why our hotels are more than just a backdrop to life’s special moments, they are a collection of welcoming experiences.”

What do you think of the brand refresh? Leave your comments below.