Despite Pandemic, IHG’s Avid Brand Continues Growth With ‘Just Right’ Value Focus

Launched in 2017, the midscale “avid” brand from InterContinental Hotels Group (IHG) is one of the company’s newest and continues to expand including the recent groundbreaking of a property in Canada and its second hotel in Mexico. There are 25 avid hotels currently open with a deep pipeline of more than 200 on the way.

The avid brand takes a laser-like approach to getting the amenity roster “just right,” according to its brand tag line, without additional frills that value-focused customers in this midscale segment don’t find necessary at this price point.

Around 70 of them will open around North America in 2021, which affirms the ongoing momentum in the hospitality sector for new hotels. According to IHG, avid is “focused on growing the brand in the US, Mexico, and Canada” first before expanding to additional countries.

Karen Gilbride, vice president for avid hotels & Atwell Suites, explains what has been at the core of the brand’s success so far and why this midscale hotel offering is ideally suited to today’s marketplace.

Even before the pandemic, avid had developed a 50-point cleaning checklist, which today is bolstered further by the IHG Clean Promise in place at all of the company’s brands. Such a focus on efficiency and maintenance allows avid properties to operate with fewer staff reducing overhead costs for owners and helping to shave dollars off the overall room cost for guests. As a result, the brand is becoming popular with both hotel developers as well as travelers.

Who is the typical avid hotel guest?

They are looking for a balance between price and quality often basing their hotel decision on the situation and the type of stay rather than price alone. For a one- to two-night stay, they need the basics done exceptionally well, at a fair price. They are looking for a great night’s sleep, cleanliness, and value. They don’t want to pay for what they don’t need (amenities like pools or restaurants, for example) and take pride in making frugal choices that fit their needs.

What differentiates avid from other brands in its competitive set?

avid hotels was developed following extensive consumer research and in partnership with our Owner Advisory Board. This allowed us to target the exact needs and desires of the typical avid guest. For example, avid properties only have one room type with either a king or two queen beds. There are no suites. The brand typically commands a slightly lower room rate than Holiday Inn Express although its amenity roster is equally competitive.

The avid guest room is designed for sound sleep. This includes an open closet, which is located against the bathroom wall to help minimize noise. In addition, soundproofing is an important factor in designing a new avid property. Rooms are ideal for short-stay guests, and without drawers and fixtures, they are easier to clean since dust can often collect over time on more traditional cabinetry. Instead of carpeting, hardwood floors also speed up the cleaning process, something hotel developers and owners appreciate.

Streaming technology allows guests to watch entertainment from their own personal devices via the large-screen TV. Beds have pillow top mattresses with both firm and soft pillows and premium linens, as well as blackout roller shades, which can often be a pain point for light sleepers. A bespoke frame to the window assures that the blackout shades block out all light assuring a dark room; other hotels often use use blackout curtains, which do not entirely close still allowing some light to enter the room.

In the lobby, guests enjoy complimentary, high-quality bean to cup coffee with freshly ground beans for each order (versus a traditional dispenser). There’s also the option for still and sparkling water, which from a sustainability perspective allows guests to refill their own bottles.

How did you design the “good all round” breakfast?

avid hotels include breakfast, but the buffet setup looks a bit different. We talked with guests and used data to determine what they expect in terms of quality, selection, and efficiency for this type of stay.

Through research we discovered that creating a round breakfast display reduced buffet lines, as guests feel empowered to walk up and grab what they need rather than waiting in line for a standard buffet. Here we offer premium, grab-and-go items that are healthy and offer recognizable brand-names, like our guests would find at their grocery store or in their own kitchens. We also offer a hot breakfast sandwich as an additional option for guests on the go. All items have always been individually wrapped and pre-portioned, which is what today’s traveler especially appreciates.

Does avid participate in IHG Rewards Club?

With a new promotion launching this month, IHG Rewards members can earn 2,000 bonus points for every two nights spent at participating hotels, including avid hotels locations, around the world. The bonus points earned will be elite qualifying, too, which helps members get closer to earning their next status tier. For every two qualifying nights stayed from January 20 to March 31, 2021, members will earn 2,000 bonus points, up to 70,000 points. Members must register for the promotion. Plans are in place for avid hotel-specific promotions later in the year.