UK | Holiday Inn Express has revealed its new Generation 5 public space ahead of its major pipeline of investment to its global pipeline.
IHG Hotels & Resorts (IHG) has revealed the future-ready Holiday Inn Express Generation 5 public space design set to attract and excite travellers and owners across Europe, the Middle East, Asia and Africa (EMEAA) when it’s launched later this year.
Holiday Inn Express has blazed a trail for simple, smart travel since 1990, when it was created to challenge convention in the industry.
Now, the brand’s new Generation 5 concept will once again redefine the segment, reinforcing Holiday Inn Express as the category leader across EMEAA, where it is set to reach 500 open and pipeline properties in the next three years. Generation 5 once again shows the brand’s commitment to delivering more where it matters most, with its innovative, flexible design elevating the guest experience while continuing to offer great 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 to 2030 – and beyond.
By introducing experiential zones, it is responding to insights showing that travellers are increasingly looking for inspirational, vibrant, and dynamic spaces. The rising demand for sensorial experiences is also met, with the concept encouraging guests to connect and unwind in cool and energising social areas such as the EXPRESS Café & Bar.
Embracing a more lifestyle-oriented experience, Generation 5 will bring to life the diversity of EMEAA’s markets. Each hotel will offer a sense of its destination with a nod to the local aesthetic and vibe, while always remaining true to the Holiday Inn Express brand.
Reflecting the brand's continued commitment to meeting the diverse needs of guests, the development of the Generation 5 concept included working with a disability task force to understand the challenges of navigating public spaces with a disability.
The new design also meets the needs of hotel owners by allowing design flexibility and scalability in a way that’s mindful of cost and remains financially competitive, while continuing to drive performance and returns in the time-honoured fashion of the much-loved brand.
Holiday Inn Express Next Generation 5 will make its debut in the Kingdom of Saudi Arabia when Holiday Inn Express Riyadh opens its doors in 2026, with 10 projects in the UK and Continental Europe confirmed as early adopters, and a further 20 having expressed interest.
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