The Holiday Inn new branding

The Intercontinental Hotel Group (we say IHG in the hotel industry), proud owner of the most famous hotel brands in the world, announced a while ago a major facelift to their brand image. The most noticable change has been on the Express by Holiday Inn that is now known as Holiday Inn Express. We start to see more and more of the new logo with the new name on the front of hotels across the UK and I believe this was a wise move.

I have never quite understood this Express by Holiday Inn name. Neither my friends and family who are not necessary from the hotel business. They all remember they stayed in a Holiday Inn but never mentionned correctly the brand "Express by". Therefore the new brand Holiday Inn Express makes total sense. Easier to remember and it's more appealing to the consumer. Stay in a Holiday Inn but with less formal attributes and less expensive.

The logo also has changed dramatically from this

to this

I believe the new logo is refreshing and more closer to today's big brands identities. I notice it more and more when I take the train and see hotels on my journey. Is that the same for you?

Having said that, the corporate website of IHG still refers back to the old logo. I am sure it will take a while to transition to the new brand and the new name across all their properties throughout the world.