IHG Unveils Strategic Overhaul of its Upper-Midscale segment in Greater China’s Hotel Market - Get updated on what's happening in tourism!

IHG Hotels & Resorts has recently announced a bold strategic overhaul of its four upper-midscale brands in Greater China — Atwell Suites, EVEN Hotels, Holiday Inn, and Holiday Inn Express. Focused on optimizing investment structures and ongoing brand refreshments, the upgraded strategy is designed to deliver high-efficiency, high-return solutions for hotel owners in this fast-evolving market.

Mr. 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.

Backed by a newly optimized cost structure, these brands combine premium quality, value, and flexibility — offering owners a compelling and competitive return on investment.

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

To boost investment performance throughout the project lifecycle, IHG Greater China has introduced a four-dimensional support system — Cost-Efficient Construction, Smart Operations, Revenue Growth, and Procurement Support — leveraging its platform scale and local know-how.

Cost-Efficient Construction: Quality, Speed, and Savings

Hotel development can faces design ambiguity, cost overruns, and delays. In 2024, IHG launched the IHG Design & Innovation Lab in Greater China — a one-stop showroom featuring the latest design standards, materials, and technologies across all four brands. With standardized, modular, and productized design packages, owners benefit from faster decision-making, lower design and build costs, and accelerated project timelines — without compromising on global quality or local competitiveness.

Smart Operations: Digital Efficiency from Day One

Smart digital integration during development not only manages upfront costs, but also defines future labor structures, guest experience, and operational efficiency. IHG provides locally tailored, cost-effective digital systems. Unified deployment, local sourcing, and streamlined configurations ensure budgets are spent effectively. The result is seamless guest journeys and operational consistency — including features like IHG Connect, AI operator, delivery robots, IHG Studio in-room TV entertainment, and mobile room management.

Revenue Growth: High-Quality Business, Sustainable Returns

IHG One Rewards — with over 145 million global members — delivers loyal, high-spending, repeat guests. Localized digital tools and direct channel enhancements improve acquisition and conversion. IHG’s deep integration with leading Chinese travel platforms ensures a dual-track sales strategy that combines international and domestic demand. Targeted roadshows and marketing campaigns further boost brand visibility and performance.

Procurement Support: Transparent, Cost-Controlled, and Flexible

IHG’s centralized, digital procurement platform ensures cost control across the entire lifecycle. Owners can cross-check pricing across IHG hotels, access supplier base costs, and retain purchasing autonomy — selecting products based on brand standards and guest experience needs. In addition, IHG offers tailored financial solutions — including leasing, bank factoring, and co-investment in energy infrastructure — to ease cash pressure during initial investment and optimize project cash flow.

Three Operating Models with Local Insights

With 50 years of experience in Greater China, IHG offers three flexible partnership models: Managed, Franchise, and Franchise+. The locally designed Franchise+ model includes initial general manager support from IHG to ensure brand standard delivery, transitioning to full owner-led operations. Since its launch in 2016, this model has been widely recognized by local owners and fueled IHG’s business growth in the region.

Next-Gen Upgrades and New Openings

As part of this strategic upgrade, EVEN Hotels, Holiday Inn, and Holiday Inn Express will undergo comprehensive brand refreshes, with updated design, experiences, and service standards across all touchpoints — including visuals, rooms, product offerings, and guest service. Meanwhile, Atwell Suites will open its first properties in Shanghai, Shenzhen, and Hangzhou this year — offering lifestyle-savvy travelers a stylish and refined “home away from home.” These initiatives reflect evolving guest expectations and a refined investment model, reinforcing the IHG Core Four’s leadership in the upper-midscale space.

Image Credit: © IHG Hotels & Resorts