IHG Unveils New Public Space Design for Holiday Inn Express

IHG Hotels & Resorts has announced the introduction of a new public space design for its Holiday Inn Express brand. The new design, Generation 5, is expected to be rolled out across Europe, Middle East, Asia, and Africa (EMEAA) later this year.

Holiday Inn Express, known for its simple and smart travel options since 1990, aims to redefine its segment with the Generation 5 design. The brand plans to open and develop 500 hotels in the EMEAA region within the next three years.

The new concept is a result of extensive research into guest behavior, future trends in work, entertainment, wellbeing, food and drink, and digital experience. It aims to satisfy the evolving needs and desires of travellers and hotel owners up until 2030 and beyond.

The Generation 5 design will introduce experiential zones in response to travelers’ increasing demands for vibrant and dynamic spaces. These zones will feature energizing social areas such as the EXPRESS Café & Bar, providing guests with a space to connect and unwind.

The design will also reflect the local aesthetics and vibe of the various EMEAA markets, providing a more lifestyle-oriented experience for guests. The brand’s commitment to inclusivity is reflected in the design process, which involved working with a disability task force to ensure accessibility in public spaces.

The first hotel to debut the Generation 5 design will be the Holiday Inn Express Riyadh in Saudi Arabia, opening in 2026. Ten projects in the UK and Continental Europe have confirmed the adoption of the design, with an additional 20 expressing interest.

John Wright, Vice President, Mainstream Brands, EMEAA, IHG Hotels & Resorts, stated that the new design is an example of IHG’s ongoing commitment to evolving and investing in their brands to meet the needs of their guests and owners.

The new concept follows the 2016 introduction of the ‘Next Generation’ design, which improved public spaces, guest rooms, service delivery, and technology. The Holiday Inn Express brand operates 3,206 hotels globally, with 644 additional properties in development.