Hotel firm unveils Holiday Inn rebranding

Holiday Inn unveiled plans for a new look today as part of a £500m (€720m) makeover set to include its own trademark lobby fragrance.

The three-year programme, which is the first rebranding since Holiday Inn was established in 1952 and will be one of the largest ever corporate makeovers, will feature a new company logo, as well as a better “welcome experience” through refitted lobbies and music in reception areas.

Staff will be retrained, while bedrooms and bathrooms will be upgraded with new products and improved facilities such as power showers.

Holiday Inn owner InterContinental Hotels Group will phase out the Express by Holiday Inn brand. This will be replaced by Holiday Inn Express – the name used in the United States – by 2010.