InterContinental Hotel Group is launching a new luxury leisure brand to its high-end portfolio.
The hotel giant’s high-end hotel chains, including Six Senses and Kimpton, account for almost a third of its revenue.
The group, which also owns Crowne Plaza and Holiday Inn, said it would announce the name of the new brand in three weeks.
IHG wants to attract about 100 hotels to the new brand in the next 10 years. It hopes that independent hoteliers who have struggled during the pandemic will rebrand, attracted by the marketing power of a much larger group.
“It’s going to be targeted at hotels that already have a unique personality and identity… It could be a 55-room hotel in the hills of Tuscany or an independent hotel in the centre of London,” said IHG chief executive Keith Barr.
