InterContinental Hotels Group has signed eight new hotels within the Holiday Inn brand family in Germany.
The announcement comes as IHG has recently reported a strong year for the market, and three consecutive record years of signings, including 17 hotels in 2016.
One of the key drivers of IHG’s success in the region has been working with multiple development agreement partners to develop in locations where there is guest demand.
Martin Bowen, vice president, development, Germany, said: “We have a tailored offer for the German market, and this has paid off. Several of these new hotels are all with long-standing MDA partners who have established relationships with IHG, and understand the returns both Holiday Inn and Holiday Inn Express deliver.”
Germany, which was one of the top ten regions for inbound travel in 2016, is a competitive market in which IHG has already made a significant impact.
Some 57 per cent of the market is still unbranded, meaning there remain plenty of growth opportunities in the market, particularly within the midscale sector, IHG’s growth engine.
All the new hotels will feature the innovations developed as part of the Holiday Inn brand family transformation.
For Holiday Inn, this includes the Open Lobby, in which guests can enjoy dwell-time in the merged restaurant, bar and lounge area.
Holiday Inn Express hotels will feature the next-generation room design, which, based on guest insight has revolutionised the design of our public spaces and guest rooms, improved service delivery, and introduced new technology to enhance guest service.
Germany is IHG’s second biggest market in Europe with 69 hotels and 38 in the pipeline.