IHG Hotels & Resorts has revealed a new brand identity that reflects its ‘True Hospitality for Good’ ethos as well as its evolving story, portfolio and the needs of hotel owners, consumers and communities worldwide.

By adding ‘Hotels & Resorts’ to its trade name, the organisation hopes to reiterate its collection of 16 brands, which operate nearly 6,000 hotels across 100 countries. The makeover will also look to better tell their stories and make the hotel group more relevant and attractive to consumers – particularly a younger demographic – as well as owners, colleagues and future talent around the world. Through new colours, photography and fonts, the hospitality company hopes to showcase its experiences in a more engaging fashion.

“The travel industry has faced challenges like never before, and while adapting to new realities we’ve also stayed true to our roots. We have an incredible family of brands, centred around connecting people – strengthening family bonds, forging business partnerships, uniting far-flung friends and engaging with our communities,” says Claire Bennett, Chief Customer Officer, IHG Hotels & Resorts.

“Our evolved brand articulates how we bring our purpose of True Hospitality for Good to life for our guests, hotel owners, colleagues and communities. So, as we continue to lead through and beyond the pandemic, we’re clear who we are, what we stand for and how we can help guests open up their world again when they’re ready to travel. And we all feel we need that more than ever, because travel not only opens doors, it opens minds and hearts. That’s why our hotels are more than just a backdrop to life’s special moments, they are a collection of welcoming experiences.”