IHG has kicked off 2021 by refreshing its brand, meant to reflect the company’s growth to 16 brands incorporating nearly 6,000 hotels across 100 countries. With an updated identity, the company said it is focused on strengthening perception, how it engages guests, hotel owners and colleagues and better promoting the breadth of its portfolio. Moving from IHG to IHG Hotels & Resorts and adding the ‘Hotels & Resorts’ descriptor to its trade name will help reiterate the company’s collection of 16 brands that sit side by side as one family, according to IHG.
The IHG Hotels & Resorts visual brand identity has been given a makeover to better tell the stories of the brand and make it more relevant and attractive to consumers—particularly a younger demographic of travellers, as well as hotel owners, colleagues and future talent around the world, the company announced. The brand identity will get new colors, photography and font.
“The travel industry has faced challenges like never before, and while adapting to new realities we’ve also stayed true to our roots,” said Claire Bennett, chief customer officer, IHG Hotels & Resorts. “We have an incredible family of brands, centered 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.”