Photo: CNW Group/IHG

TORONTO — IHG’s (InterContinental Hotels Group) new midscale brand, Avid Hotels, is officially available for licensing in Canada.

The Avid Hotels brand is designed for travellers who want a hotel that offers them the basics, done exceptionally well and at a price point expected to be about 10- to 15-per-cent less than IHG’s Holiday Inn Express brand.

“IHG’s presence in Canada has been growing two times faster than the industry average in the region, with 12 new Canadian properties opening next year and 31 additional hotels in the pipeline,” says Jonathan Lund, regional vice-president, Franchise Performance Support, Canada, IHG. “Now, with the introduction of Avid Hotels, we’re set to extend IHG’s leadership position in the midscale segment. With over 14 million potential customers looking for the type of hospitality Avid Hotels will offer, this new brand represents a significant business opportunity for Canadian owners.”

Since the brand first became available for franchising in the U.S., IHG has received more than 100 franchise applications, including 34 that have already been converted to signed deals for Avid Hotels locations across the U.S.

“Since the brand launched in the U.S. with strong demand, Canadian owners have continued to express interest in developing Avid Hotels,” says Stuart Laurie, regional director, Midscale Franchising, Canada, IHG. “We know this brand reaches a vastly underserved segment of travellers in the U.S., and are confident that the Avid Hotels experience will strongly resonate with Canadian travelers while providing a scalable solution for owners.”

Some key brand features will include a modern exterior design, featuring an open and airy retail-like entry, a canopy and uses the stairwell as an eye catching red architectural feature. On the inside, guests will find open public and work areas and communal spaces that allow guests to relax, work, connect or eat. The hotels will offer a focused, complimentary breakfast and marketplace options.

Hotels will be designed for new build construction on an average lot size of approximately 1.5 acres, and all avid hotels will be built to lead the industry in environmentally friendly and efficient design. The prototype design features 95 to 100 keys with a minimum of three storeys.

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