InterContinental plans to rebrand all 3,000 plus Holiday Inn hotel worldwide by 2010, has come under heavy criticisms of local Chinese owners.

The owners arguments are; tight cash flow due to the fall in business and the current economical crisis projecting a further downturn in business.

Also the implementation time frame of 3 years - the planning started in 2007 before the crisis surfaced - is considered to short for some.

The total cost of the rebranding exercise is estimated to be USD 1Billion of which IHG will cover only around 6% while the remaining will have to be financed by the local owners.

The Independent reported that Martin Jia, the head of the Intercontinental hotel owners association in China, said that some of his members were seeking a delay in the overhaul because of the financial crisis and the impact on business in the region.

"Some of the association's members believe that the period for rebranding is too short and we will ask Intercontinental's management if the period for completion can be delayed for one or two years," said Mr Jia.

"The rebranding programme was launched in 2007 before the financial crisis really began. With Intercontinental asking hotel owners to cut costs, coupled with falls in cash flows because of the crisis, I think a delay to the programme may be appropriate."