InterContinental Hotels Group (IHG) has signed a multiple development agreement (MDA) with partner GS Star to open 15 avid-branded hotels in Germany, marking the foray of the brand in Europe.
Under the agreement, the properties will be signed within three years and opened over the next five years. The first new hotel under the avid brand is expected to open by 2020.
Go deeper with GlobalData
IHG terms Germany as its “priority market”. The company has 122 hotels in the country that have already launched or undergoing development.
With 11 active MDA partners, IHG has signed agreements for 50 new hotels to expand its presence in Germany particularly with the Holiday Inn and Holiday Express brands.
Earlier this year, IHG also unveiled plans to bring its Kimpton Hotels & Restaurants brand to Germany.
IHG CEO for Europe, Middle East, Asia and Africa Kenneth Macpherson said: “avid hotels has seen strong signings in the US, Canada and Mexico making it IHG’s most successful new brand launch since Holiday Inn Express back in 1990.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“GS Star is the ideal launch partner, with a strong track record in mainstream growth opportunities they are well placed to introduce this new, exciting brand to our guests in Germany.”
avid hotels, launched by IHG in 2017, has reported 130 signings in the US, Canada and Mexico. The first hotel under this brand was opened in Oklahoma City in August this year.
