Furthering its reach within Latin America's most populous country, IHG announced today that it has signed agreements to develop four new Holiday Inn Express properties, as well as for the conversion of an existing independent full-service Holiday Inn, increasing IHG's presence in Brazil to 12 cities.
The properties include new-build Holiday Inn Express hotels in Belem, Cuiaba, Maceio and Manaus, all expected to open by end of 2011. The Holiday Inn Sao Luis, a conversion of an independent hotel will be open later this year.
These agreements prove IHG's commitment to expanding its brand portfolio throughout the country of Brazil, Latin America's single largest destination.
"Brazil's bustling business and tourism industries continue to provide excellent opportunities for IHG to further our mid-scale brand presence," said Alvaro Diago, area president, IHG Latin America "IHG can trace our roots in Brazil to 1946, with an almost continuous presence for more than 60 years. We have a great understanding of how the region operates, as well as its potential for development and growth."
The Holiday Inn Sao Luis will open in the Fall of 2009 as a newly renovated hotel that will meet Holiday Inn hotel brand standards. The hotel is owned by Sands Administradora de Hoteis, under a license agreement with a company in the InterContinental Hotels Group. The property is located on São Luís Island in São Marcos Bay, in a region rich in history, culture, and beautiful architecture.
The new 156-room Holiday Inn Express Belem will be located in the bustling industrial district of the 390-year-old city long-renowned as the gateway to the Amazon River basin, in the country's northeastern corridor. The city's colonial sector affords visitors a European charm with antique churches and traditional buildings, while modern buildings and skyscrapers attest to the growing metropolis. The Holiday Inn Express Belem, slated to open in early 2011, will be owned and developed by Hotel e Restaurante Via Norte Ltda. under a license agreement with a company in the InterContinental Hotels Group.
The 160-room, Holiday Inn Express Maceio will be located in Maceio, which serves as a major resort area for the center of the country's Northeastern corridor. The city is renowned for its pristine beaches and natural beauty, making leisure tourism one of its main sources of economic prosperity. Slated for opening in late 2011, the new Holiday Inn Express will be owned and developed by MC3 Hotelaria, under a license agreement with a company in the InterContinental Hotels Group.
The 128-room Holiday Inn Express Cuiabá will boast a location in the exact center of South America, a point of pride for the residents of Cuiabá. The city's economy thrives on tourism, agro-industry, trade and its culture. The property, slated for completion in second quarter 2011 will be developed and owned by Diamante Azul Hotelaria, under a license agreement with a company in the InterContinental Hotels Group.
In Manaus, Brazil, the heart of the Amazon rainforest, IHG will be adding the Holiday Inn Express Manaus. The property will be developed and owned by Platinum Hotéis Ltda., under a license agreement with a company in the InterContinental Hotels Group. This new 180-room Holiday Inn Express will be located adjacent to the city's thriving convention center. The city of more than two million residents is the second largest metropolitan area in Northern Brazil and is recognized for its Duty Free Zone, as well as its eco-tourism industry. The Holiday Inn Express Manaus is expected to open in the summer of 2011.
"We are delighted to not only be signing five new agreements, but to establish five new relationships for IHG within Brazil," added Diago. "These new partners are further proof of the success of IHG's value proposition and support our long-term commitment not only to Brazil, but also to Latin America as a whole."
The hotels will all feature the new Holiday Inn signs, which will mark the seal of approval that they exemplify the standards of the $1 billion Holiday Inn brand relaunch program. First announced in 2007, the program was established to create a more contemporary brand image as part of the drive to increase quality and consistency across the global portfolio. The program focuses on arrival and welcome services, guestroom, and guest bath comfort. The global estate of more than 3,200 Holiday Inn and Holiday Inn Express properties is expected to be relaunched by the end of 2010.
Elements of the relaunch include: Redesigned Brand SignageAn evolution of the iconic script logo, energizing the signature color green and eliminating the current shield shape for a more refreshed and contemporary look.
Refreshed Guest Room (Holiday Inn only)New bedding that redefines the look and feel of each guest room with fresh, white triple- sheeting and pillows that come in two comfort levels: "soft" and "firm." An enhanced bathroom that features an improved showerhead offering superior pressure, as well as a signature shower curtain with curved rod and new amenities to deliver a consistent bath experience that feels fresh and contemporary.
Warm WelcomeA new signature arrival - including new lighting, landscaping and design features - that creates an energized and branded sense of welcome that is universally recognizable. Customized music and scent selections also engage guests in a complete sensory experience, and a decluttered front desk to promote a more efficient and interactive check-in process.
New Service PromiseA best-in-class service culture - "Stay Real" - to further ensure the team develops the behaviors and skills to best serve guests so they feel like individuals and not numbers. Genuine people delivering real service. Leading the charge will be a newly created position at each hotel - the Guest Experience Champion.
