Summary:
- Intercontinental Hotels Group (IHG) has revealed the next phase of design prototypes for its Holiday Inn, Staybridge Suites and Candlewood Suites brands;
- Holiday Inn H4 prototype will deliver flexible, open public spaces, while additional in-room power points will support the needs of the connected traveller;
- New Staybridge Suites Generation 7.0 design will roll out from Oct-2019 and Candlewood Suites' Beacon 4.0 prototype roll out will commence from Dec-2019.
At its budget Holiday Inn brand, the H4 prototype builds on the H4 Design project that was introduced in 2017 as the brand standard for all new hotel openings, conversions and hotels undergoing renovations. The "flexible solution" allows guests to adapt the space to meet their individual needs and the latest evolution provides owners with a more modern and efficient building that "flexes to meet the needs of individual markets," according to IHG.
These include flexible, open public spaces that allow guests "to be productive while maintaining their connection to the wider social environment," multiple restaurant and bar concepts which "can be tailored to the available space," as well as adaptable meeting space which "can be quickly and easily adjusted to the needs of both business and leisure groups". In the rooms additional power and connectivity points will support the needs of the connected traveller, while its signature "Welcome Nook" provides multi-functional storage solution.
Both of IHG's extended stay brands - Staybridge Suites and Candlewood Suites - have unveiled prototypes and interior design solutions for new build hotels and properties going through renovations. It says these have been designed to help create "an inviting space for guests while maintaining a cost per key for hotel owners that is in line with the previous prototype".
The new design solution for Staybridge Suites, dubbed Generation 7.0, will roll out from Oct-2019 and includes a new exterior design for the property with the introduction of a front porch "to create a more vibrant sense of arrival". A reimagined public space with shared workspaces, areas to socialise, more seating, a breakfast space that transitions to a comfortable lounge area, supports an industry-wide trend to keep guests within properties.
The suites will also be updated with a design that provides distinct zones for working, relaxing and sleeping and storage, with contemporary kitchens and furniture that is easy to move so that guests "can easily make the space their own".
Meanwhile, at Candlewood Suites properties, an extended stay brand that provides a more casual approach for longer stay travellers, the Beacon 4.0 prototype roll out will commence from Dec-2019. The new design programme will be supported by a new brand logo that will start to appear on all new hotel openings, refurbished hotels and across marketing platforms from this summer.
The new design prototype includes a new distinctive building exterior that will deliver storefront windows that let in more natural light. Elsewhere, an open and modern lobby area will be introduced with spacious communal areas offering a variety of seating; an updated Gazebo Grill with bar-like seating; and a refreshed Candlewood Cupboard - its 24-hour market - which will be integrated into the lobby itself.
Alongside updating the public spaces and hotel exterior, the brand is introducing changes to the guest suites to better meet the changing needs of extended stay travellers and introduce additional comfort for guests. Alongside the brand's signature recliner, larger TVs, twice as much storage, contemporary kitchens and easy-to-move end tables with integrated cupholders will be introduced, as well as a "welcome perch" in the one-bedroom suites where guests can immediately begin the process of settling in by dropping their bags or taking off their shoes.
IHG says it has thought about the needs of guests at the forefront of the design changes and believes that as these new prototypes start rolling out across the market, they will take guest satisfaction and brand strength to the next level.
"We are continually evolving and investing in our brands, and at the centre of our latest enhancements sits extensive customer research and close collaboration with our owners. This is crucial to delivering brand experiences that fit the ever-evolving needs of mainstream travellers and drive performance for our hotel owners," says Heather Balsley, senior vice president, global marketing mainstream brands, IHG.