IHG Unveils Strategic Overhaul Of Its Upper-Midscale Segment In Greater China’s Hotel Market

Revamped Branding for IHG in China

IHG Hotels & Resorts has unveiled a plan to revamp its four upper-midscale brands in Greater China: Atwell Suites, EVEN Hotels, Holiday Inn, and Holiday Inn Express. This strategy aims to streamline investment structures and introduce ongoing brand updates, providing hotel owners with efficient, high-return options in this rapidly changing market.

Kent Sun, Chief Development Officer of IHG Greater China, said: “China’s hospitality industry is entering a new era of structural transformation and quality-driven growth. With the upper-midscale segment expected to double in size over the next decade, owners are demanding smarter investment models with lower barriers, proven operations, and steady returns. Through this strategic overhaul, we’re offering a practical, replicable, and efficient solution. Together with forward-thinking partners, we aim to set new investment benchmarks in this golden window of opportunity.”

The upgraded brands cater to diverse market needs across city tiers, investment scales, and guest preferences:

• Atwell Suites: Inspired by local culture, delivering home-like comfort for guests.
• EVEN Hotels: Championing holistic wellness through healthy travel and balanced living.
• Holiday Inn: Creating warm, engaging social spaces that foster emotional connections.
• Holiday Inn Express: Built for “Recharge and Restart” with efficient, comfortable stays.

With a newly optimized cost structure, these brands blend premium quality, value, and flexibility, providing owners with a compelling and competitive return on investment.

Four Dimensions of Empowerment: Designed for End-to-End Success

To enhance investment performance across the project lifecycle, IHG Greater China has implemented a four-dimensional support system: cost-efficient Construction, Smart Operations, Revenue Growth, and Procurement Support. This approach utilizes their platform scale and local expertise.

• Cost-Efficient Construction: Quality, Speed, and Savings

Hotel development often confronts challenges such as design ambiguity, cost overruns, and delays. In 2024, IHG introduced the IHG Design & Innovation Lab in Greater China, a comprehensive showroom showcasing the latest design standards, materials, and technologies relevant to all four brands. By utilizing standardized, modular, and productized design packages, owners experience quicker decision-making, reduced design and build expenses, and expedited project timelines, all while maintaining high global quality and local competitiveness.

• Smart Operations: Digital Efficiency from Day One

Integrating smart digital solutions during development helps control initial expenses and shapes future labor structures, enhances guest experience, and boosts operational efficiency. IHG offers customized, budget-friendly digital systems. Coordinated deployments, local sourcing, and optimized configurations ensure that spending aligns with budgets. This leads to smooth guest experiences and consistent operations, featuring services like IHG Connect, AI operators, delivery robots, IHG Studio for in-room entertainment, and mobile management of rooms.

• Revenue Growth: High-Quality Business, Sustainable Returns

IHG One Rewards, boasting over 145 million members worldwide, attracts loyal, high-spending repeat guests. Enhanced localized digital tools and direct channel strategies foster better acquisition and conversion rates. IHG’s strong collaboration with major Chinese travel platforms facilitates a dual-track sales approach that leverages both international and domestic demand. Strategic roadshows and marketing initiatives further enhance brand visibility and performance.

• Procurement Support: Transparent, Cost-Controlled, and Flexible

IHG’s unified digital procurement platform guarantees cost management throughout its lifecycle. Owners can verify pricing among IHG hotels, view supplier cost bases, and maintain purchasing control by choosing products that align with brand standards and enhance guest experiences. Moreover, IHG provides customized financial solutions, such as leasing, bank factoring, and co-investment in energy infrastructure, to alleviate cash flow pressures during initial investments and optimize project finances.

Three Operating Models with Local Insights

With five decades of expertise in Greater China, IHG presents three adaptable partnership models: Managed, Franchise, and Franchise+. The Franchise+ model, tailored locally, provides initial support from IHG's general manager to guarantee compliance with brand standards, eventually shifting to complete owner-led management. Since its introduction in 2016, this model has garnered significant recognition from local owners and has propelled IHG’s growth in the area.

Next-Gen Upgrades and New Openings

As part of this strategic upgrade, EVEN Hotels, Holiday Inn, and Holiday Inn Express will receive extensive brand refreshes, featuring new designs, enhanced experiences, and improved service standards throughout all interactions — including visuals, accommodations, product selections, and customer service. At the same time, Atwell Suites is set to launch its inaugural properties in Shanghai, Shenzhen, and Hangzhou this year, providing lifestyle-savvy travellers with a sophisticated “home away from home.” These efforts demonstrate the shifting expectations of guests and a refined investment approach, solidifying the IHG Core Four’s leadership in the upper-midscale market.