US: IHG Hotels & Resorts has revealed plans to launch a dual-branded model of its new avid brand and extended stay Candlewood Suites brand in select markets.
Candlewood Suites has more than 360 locations in North America. avid is a new brand for IHG that launched in 2017. The brand recently opened its 40th location, which IHG is celebrating with 4x IHG reward points for avid guests through November 30.
The new prototype works “to expand on avid’s popularity and support both brands by serving their complementary markets”. The model calls for the dual-branded property to share staffing, integrate public and back-of-house areas, and have a smaller footprint.
The brands will share an entrance, and the interior of the hotel will have evident elements of each brand. The new properties will incorporate a free, grab and go breakfast, as is traditional for the avid brand, and a retail market, as is traditional for Candlewood Suites.
Guest rooms will follow typical designs for each brand.
The dual-branded element is expected to draw demand from both short and extended stay visitors.
Senior vice president global marketing, mainstream brands at IHG, Jennifer Gribble, said: “Nearly half of all avid hotels opened in 2020, undeniably the most challenging year for the hotel industry, which is a true testament to the strength of this brand. The avid hotels brand continues to grow and resonate with guests who are looking for the basics done exceptionally well at a fair price, while Candlewood Suites is a beloved brand for extended stays with an established audience of loyal guests. This dual-branded offering is another example of how we’re listening to our owners and adapting our brands to offer the right fit in the right markets.”
