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Design rendering of Holiday Inn Express Generation 5 lounge area
Revamped Holiday Inn Express Spaces
IHG Hotels & Resorts has unveiled the Holiday Inn Express Generation 5 public space design. This future-ready design will launch later this year and appeal to travellers and owners in Europe, the Middle East, Asia, and Africa (EMEAA).
The latest Generation 5 concept will redefine the segment once more, cementing Holiday Inn Express as the leader in the EMEAA region, with plans to achieve 500 open and pipeline properties in the next three years. Generation 5 highlights the brand’s dedication to enhancing what matters most, featuring an innovative design that enriches the guest experience while maintaining value.
Born from significant investment into research on guest behaviour, the future of work, entertainment, wellbeing, food and drink, and digital experience, this striking, fresh design anticipates the needs and desires of travellers and owners through 2030 – and beyond.
Introducing experiential zones addresses insights indicating that travellers are increasingly searching for vibrant, inspiring, and dynamic environments. This concept also responds to the growing demand for sensorial experiences, inviting guests to connect and relax in communal spaces such as the EXPRESS Café & Bar.
Generation 5 will promote a more lifestyle-oriented experience, showcasing the diversity of EMEAA’s markets. Every hotel will embody a sense of its locality, reflecting the local aesthetic and atmosphere while always honouring the Holiday Inn Express brand.
As part of its commitment to addressing guests' varied needs, the development of the Generation 5 concept involved collaboration with a disability task force to understand better the challenges faced by individuals with disabilities navigating public spaces.
The new design caters to hotel owners by offering flexibility and scalability while remaining financially competitive and cost-conscious. It continues to enhance performance and returns in the established way that has endeared the brand to many.
Holiday Inn Express Next Generation 5 will launch in the Kingdom of Saudi Arabia with the opening of Holiday Inn Express Riyadh in 2026. This will be followed by 10 confirmed projects in the UK and continental Europe, with an additional 20 projects expressing interest.
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John Wright, Vice President, Mainstream Brands, EMEAA, IHG Hotels & Resorts, said: “At IHG, we are continually evolving and investing in our brands to meet the needs of our guests and owners, and our new Holiday Inn Express Generation 5 design is a great example of this.”
“Generation 5 is a premium, vibrant, and dynamic design that leans into a lifestyle vibe that’s on trend. Its playful and distinctive nature defines the witty personality of Holiday Inn Express, while its flexibility ensures each hotel reflects a sense of place, with contemporary artwork and nods to its location.”
“Generation 5 will ensure the Holiday Inn Express brand continues to meet the needs of mainstream travellers through experiential zones which are designed around their lifestyles – from Focus Studio with quiet areas to the energising and enlivening EXPRESS Café & Bar. This will increase guest dwell time outside of their rooms, while the efficient layout will boost performance and owner returns.”
The Generation 5 concept further develops the Holiday Inn Express brand, building on the revolutionary effects of the 2016 ‘Next Generation’ design. This earlier design enhanced hotel public spaces and guest rooms, streamlined service delivery, and integrated new technology to enrich the guest experience.
Holiday Inn Express guest rooms will still provide an ideal blend of comfort and innovative design. They feature workspaces, designed chairs, numerous USB ports and power outlets, upgraded bedding, and Smart TVs that allow streaming from personal devices. Currently, 3,206 Holiday Inn Express hotels operate globally, encompassing 340,054 rooms. An additional 644 properties and 79,079 rooms are in the development pipeline.