USA – Comfort for business and leisure travelers
IHG Hotels & Resorts, one of the world’s leading hotel companies, announced the opening of its first dual-branded avid hotels and Holiday Inn & Suites property in Mt. Juliet, Tenn. Located within 10 miles of the Nashville International Airport, the five-story avid hotel/Holiday Inn & Suites operates under the ownership of Image Hotel Management.
Featuring 168 total rooms (96 Holiday Inn & Suites and 72 avid hotels), the dual-branded hotel offers business and leisure travelers greater choice for their desired stay experience and amenities that foster comfort and productivity. For the first time under one roof, customers looking for either the essentials done exceptionally well or a full-service experience can enjoy the trademark elements of each brand – such as the “good all-round” grab-and-go breakfast from avid hotels and the in-room workstations and Burger Theory restaurant from Holiday Inn & Suites. The dual-branded hotel also offers access to shared spaces, including a heated indoor pool, fitness center, 1,800 square feet of meeting space and outdoor common areas.
Kevin Schramm, SVP, Mainstream – U.S. & Canada for IHG Hotels & Resorts, said: “Mt. Juliet is one of the fastest growing areas within the burgeoning Nashville market, and an ideal location to open our first dual-branded avid hotel and Holiday Inn & Suites in collaboration with Image Hotel Management. The property offers a range of rooms to fit any budget or desired stay experience, and the positive response from guests and the Mt. Juliet community make us more excited to open additional properties featuring this unique combination of leading IHG brands.”
The new avid hotel/Holiday Inn & Suites also reflects IHG’s renewed emphasis on dual-branded properties in light of growing market demand from owners. Currently, IHG’s Americas portfolio has nearly 80 open or in pipeline dual-branded properties. Nearly one-third (25) of these hotels are pairings of IHG’s avid hotels and Candlewood Suites brands, including expected 2023 openings in Ft. Payne, Ala. and North Platte, Neb. and an additional recent signing for a joint 140-room property in Guadalajara, Mexico.
As building and operational costs rise and competition for land accelerates, IHG and its owners are pursuing dual-branded hotels as an efficient and guest-friendly alternative. In recent years, IHG has leveraged dual branding to introduce new brands and offer broader options to guests in markets where demand may not warrant two standalone properties. Additionally, dual branding has offered cost reduction and operational advantages for IHG owners, namely through streamlined management, housekeeping and front desk functions.
Schramm added: “While dual branding is not a new concept in the hotel space, it has evolved from being two separate sides of a building sharing a parking lot or pool to a model that’s beneficial to guests and owners. Through dual branding, we can introduce new brands and offerings to guests by pairing them with others they are more familiar with while also helping owners mitigate rising costs and maximize their potential returns. We continue to explore and look forward to introducing new prototypes that bring the best elements of our complementary brands together.”
