IHG on Monday announced a deal (read more here) it had reached with a German hotelier, Novum Hospitality, to convert and reflag more than 100+ existing and upcoming hotels under the Holiday Inn, Garner, and Candlewood Suites brands.
The branding of these the niu hotels is somewhat weird because they become a soft brand or an additional brand associated with the Holiday Inn, as they are marketed as Holiday Inn – the niu.
You can access IHG’s page for the niu hotels here.
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What creates confusion for me is the text that IHG has now on this Holiday Inn – the niu hotels:
An exciting collaboration in distinctive design and memorable hospitality
and
Holiday Inn Hotels and the niu have teamed up to bring design and lifestyle hotel experiences to the world.
Born in Germany in 2017, the niu is a fast-growing brand that has delighted travellers with their commitment to neighbourly service, and over 40 individually designed hotels inspired by the location, urban art and pop-culture. Combine that with the most trusted brand in travel and the IHG One Rewards program, and you have your next must stay hotel!
And
What we’re all about!
Holiday Inn – the niu is modern, bold and dynamic. Each of our hotels tells its own story, inspired by the neighbourhood it is set in. All our rooms are designed to be stylish and cosy while providing all the comforts needed to refresh and recharge. Our Living Lobbies are feel-good oases that help you unwind and relax or serve as a great co-working space. To get your day going, we serve a delicious full breakfast buffet in the morning and our bar and lounge is the perfect place to round off the day with a drink and some light bites to eat.
IHG talks about bold, distinctive design, memorable lifestyle, urban art, pop culture, and each hotel telling its own story.
Aren’t all these key points something that IHG’s Indigo rather than Holiday Inn brand stands for?
When the Indigo brand was originally launched, what now must be close to 20 years ago, it was marketed as a cheap conversion brand to developers, and some Holiday Inn Express hotels were actually converted to Indigos with a mere colorful paint job.
New Indigos, however, are actually quite good, and I have no issues staying with them.
Conclusion
I am perplexed about this Holiday Inn subbrand, “Holiday Inn—the niu,” but I am probably one of the few who still remember Holiday Inn Garden Court, a brand I recall staying at some time in the mid/late 1990s.
Based on the jargon used on this IHG brand page, Indigo would have been the perfect IHG brand for the “the niu” hotels. Indigo hotels are colorful, unique, and more integrated into the community where they are located than standard branded boxes.
I am eager to see what these Holiday Inn – the niu hotels offer when some of them are converted over the next 12 to 24 months.
John Ollila