InterContinental Hotel Group will cut back the time required to cancel a reservation without penalty to a standard 24 hours across most of its brands, taking a step to be more customer-friendly than its peers.

IHG will roll out a standard 24-hour cancellation policy across most of its brands.

The policy will be rolled out by region, starting with Europe by the end of the month. It will take effect in the Americas by August 4, and in Asia, the Middle East, and Africa by the end of September. A majority of China properties already have a same-day cancellation policy. IHG brands Holiday Inn, Holiday Inn Express, InterContinental, Staybridge Suites, Hotel Indigo, Crowne Plaza, Even and Candlewood Suites are all included; only Kimpton Hotels & Restaurants will keep a 48-hour requirement.

"IHG's previous cancellation policy varied by both region and brand, and this new change will mean that the majority of the IHG estate will now operate under similar terms," said an IHG spokesperson.

The news comes about a month after Marriott International began enforcing stricter cancellation policies, moving from a 24-hour to a 48-hour window to notify hotels of cancellation. Hilton followed, proposing to extend its policy as well.