IHG’s Four Upper-Midscale Brands in Greater China (From clockwise: Atwell Suites, EVEN Hotels, Holiday Inn, Holiday Inn Express)
(IN SHORT) IHG Hotels & Resorts has unveiled a strategic overhaul for its four upper-midscale brands in Greater China—Atwell Suites, EVEN Hotels, Holiday Inn, and Holiday Inn Express—to improve investment structures and operational efficiency. The new strategy aims to offer hotel owners high efficiency and profitable returns by introducing a four-dimensional support system that covers cost-efficient construction, smart digital operations, revenue growth, and streamlined procurement. Additionally, IHG is expanding its flexible operating models with local expertise, including the Franchise+ approach, and launching brand refreshes for EVEN Hotels, Holiday Inn, and Holiday Inn Express, while Atwell Suites will debut new properties in major cities such as Shanghai, Shenzhen, and Hangzhou. This initiative is part of IHG’s broader plan to set new investment benchmarks and capitalize on the upper-midscale market’s anticipated growth in China.
(PRESS RELEASE) SHANGHAI, 2025-Apr-8 — /Travel PR News/ — IHG Hotels & Resorts has announced a bold strategic overhaul of its four upper-midscale brands in Greater China—Atwell Suites, EVEN Hotels, Holiday Inn, and Holiday Inn Express—to create high-efficiency and high-return solutions for hotel owners in a rapidly evolving market. This upgrade focuses on optimizing investment structures and refreshing brand offerings, enabling owners to benefit from reduced barriers, proven operational systems, and consistently strong returns.
Kent Sun, Chief Development Officer of IHG Greater China, stated, “China’s hospitality industry is entering a new era defined by structural transformation and quality-driven growth. With the upper-midscale segment poised to double over the next decade, owners require smarter investment models. Our upgraded strategy offers a practical and efficient solution, setting new investment benchmarks during this golden period.”
Four Dimensions of Empowerment (From clockwise: IHG Design & Innovation Lab, IHG® Studio, 2025 IHG Greater China Expo in Shanghai, IHG Global Procurement Platform)
The enhanced brands are tailored to meet diverse market needs across varying city tiers, investment scales, and guest preferences:
Atwell Suites: Rooted in local culture, delivering a home-like ambience.
EVEN Hotels: Promoting holistic wellness and healthy travel.
Holiday Inn: Creating warm, inviting social spaces that forge emotional connections.
Holiday Inn Express: Focused on providing efficient, comfortable stays for guests looking to “Recharge and Restart.”
Underpinned by a newly optimized cost structure, these brands deliver a compelling mix of premium quality, value, and flexibility that promises competitive returns on investment.
To support improved investment performance throughout the project lifecycle, IHG Greater China has introduced a comprehensive four-dimensional support system:
Cost-Efficient Construction: Through the IHG Design & Innovation Lab launched in Greater China in 2024, owners can access standardized, modular design packages that accelerate project timelines, cut costs, and streamline decision-making.
Smart Operations: Locally tailored digital systems integrate seamlessly into operations, enhancing guest experiences and controlling costs with solutions such as IHG Connect, AI operator, delivery robots, IHG Studio in-room entertainment, and mobile room management.
Revenue Growth: Leveraging IHG One Rewards—with more than 145 million global members—and robust connections with leading Chinese travel platforms, the strategy drives both domestic and international demand through targeted roadshows and marketing campaigns.
Procurement Support: IHG’s centralized, digital procurement platform offers transparent pricing, supplier cost benchmarking, and tailored financial options such as leasing, bank factoring, and co-investment in energy infrastructure to improve cash flow and control project expenses.
IHG’s four-dimensional approach is complemented by three flexible operating models—Managed, Franchise, and Franchise+—which are designed with local insights from over 50 years of experience in Greater China. The Franchise+ model, in particular, features initial support from an IHG general manager to ensure brand standards before a transition to owner-led operations, a model that has significantly contributed to IHG’s growth in the region since its launch in 2016.
As part of the strategic upgrade, EVEN Hotels, Holiday Inn, and Holiday Inn Express will undergo comprehensive brand refreshes with updated designs, enhanced services, and revamped guest experiences. Concurrently, Atwell Suites is poised to open its first properties in Shanghai, Shenzhen, and Hangzhou this year, targeting lifestyle-savvy travelers with a stylish and refined “home away from home.” These initiatives reflect changing guest expectations and a refined investment model, reinforcing the leadership of IHG’s upper-midscale Core Four in the region.
SOURCE: InterContinental Hotels Group
