InterContinental Corporation will create a new hotel brand specifically for China. As noted by telegraph.co.uk brand creation is due to the efficient activities of InterContinental hotels in China. According to the results of 2010 their income increased by 6%.
The new brand will be developed based on the standards of Crowne Plaza - a network of luxury hotels. It will be designed primarily for business travelers.
The hotel market in China today is the locomotive of the world's hotel industry. Currently in China in various stages of construction are hotels with a total room stock of more than 100,000 units.
The importance of China for InterContinental is backed by the pace of expansion. In 2010 in China under different brands of the network were opened 24 hotels in 17 cities across the country.
Creating of a new brand will be the next step for IHG on developing its presence in China. The first in a series is a large-scale re-branding of the budget hotels Holiday Inn - Holiday Inn Express, which was announced in early February. In the scope of the campaign on changing the logo, the word “Express” in the name of the hotels will be replaced by the Chinese version, which can be translated as "wise choice". Currently Holiday Inn Express network is represented in China by 29 hotels and 30 more are under construction.
It is worth noting that the active development of IHG in the Chinese market comes amid the sales of the company's assets in other regions. So, in early February, InterContinental announced the sale of one of the flagships of the network - Barclay Hotel New York - for 321 million dollars. Among the buyers are also mentioned Chinese businessmen.