InterContinental Hotels Group (IHG) has renamed itself IHG Hotels & Resorts, while concurrently unveiling a fresh logo and full reorganization its 16-brand portfolio.
According to IHG, the rebranding effort is intended to position the company as "more relevant and attractive to consumers," with its updated logo and visual identity designed to appeal to a younger demographic, in particular.
IHG has also revamped the name of its IHG Rewards Club, removing "Club" from the title and relaunching it as IHG Rewards. The company said the move will better communicate that the loyalty program is "available to all."
The new IHG Hotels & Resorts logo is designed to appeal to a younger demographic.
On the reorganization front, IHG has debuted four brand categories: the Luxury and Lifestyle Collection, the Premium Collection, the Essentials Collection and the Suites Collection.
The Luxury and Lifestyle Collection comprises IHG's Six Senses Hotels Resorts Spas, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Kimpton Hotels & Restaurants and Hotel Indigo flags, while the Premium Collection includes Hualuxe Hotels & Resorts, Crowne Plaza Hotels & Resorts, Even Hotels and Voco Hotels brands.
The Essentials Collection consists of IHG's Holiday Inn Hotels & Resorts, Holiday Inn Express and Avid Hotels concepts, and the Suites Collection includes extended-stay brands Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations and Candlewood Suites.