Intercontinental Hotels Group PLC: Holiday Inn Brand Rejuvenation campaign

In 1996 Holiday Inn, then owned by the British brewing conglomerate Bass PLC but subsequently acquired by Intercontinental Hotels Group PLC (IHG), embarked on a $1 billion renovation program that forced franchises to improve their facilities or lose their association with the brand.

Intercontinental Hotels Group PLC: Holiday Inn Brand Rejuvenation campaign

Mark Lane

OVERVIEW

In 1996 Holiday Inn, then owned by the British brewing conglomerate Bass PLC but subsequently acquired by Intercontinental Hotels Group PLC (IHG), embarked on a $1 billion renovation program that forced franchises to improve their facilities or lose their association with the brand. Holiday Inn wanted not only to publicize the physical improvements it was making but also to revitalize consumers' ideas about the chain. After dominating the roadside hotel market for decades, the chain had been struggling since the 1980s to distinguish itself from a host of...

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