DENHAM, U.K. — Holiday Inn, part of the InterContinental Hotels Group (IHG), has launched its first open lobby concept test in Europe at the Holiday Inn London – Brentford Lock.

The new concept combines the front desk, lobby, restaurant, bar, lounge area and business centre into one open space with a more contemporary feel. The space offers access to an E-Bar with Apple iMac computers, free Wi-Fi and power outlets available in every area, informal meeting space and a 24-7 To-Go Café, serving Starbucks coffee.

“It is a casual, unpretentious space designed to make everyone feel welcome whether travelling alone or with a group, with kids or with colleagues and … with its gaming and relaxation areas, the open lobby concept stands out compared to more business-focused hotels,” said Tom Rowntree, VP of Brand Management & Quality Europe at IHG.

The new lobby concept was designed based on an IHG travel insights report, which reveals the emergence of a new breed of business travellers who prefer creative coffee-house-style environments where they can meet other travellers while they work on their laptops and smartphones.


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