Last week, just two months after IHG announced its new midscale brand, avid hotels, the company broke ground on the brand’s first new-build in Oklahoma City. Champion Hotels, which is owned by long-standing AAHOA member Champ Patel, will operate the four-story, 87-room, Oklahoma City-Quail Springs Hotel.
The groundbreaking is way ahead of schedule, but should not come as a big surprise. Demand for avid hotels has been strong since its launch in September. In fact, IHG has received more than 100 franchise applications, 34 of which have already been converted to signed deals.
Patel said that the “future looks bright” for both consumers and franchisees as this meets a much-needed segment niche, while also being “efficient to build, operate and maintain.”
The new Oklahoma City property will be located within walking distance of a number of restaurants, a large shopping mall and a number of large businesses, including the Hertz Corporation, Mercy Heart Hospital and Gulfport Energy Corporation.
It will launch under IHG’s new guest reservation system, which will officially go live in 2018 and features a cloud-based booking platform that promises a better, more personalized guest experience. Avid Hotels will be the first IHG brand to launch with the new GRS in every hotel. The brand will also incorporate IHG’s high-speed Wi-Fi service, which has the ability to automatically recognize IHG loyalty members.
The avid brand is designed for travelers who want to stay at a hotel that does the basics very well, and sits at a price point about $10-$15 less than IHG’s Holiday Inn Express brand.
The brand comes with a royalty fee of 5 percent, with the first 100 signed license agreements eligible for a 2 percent fee discount in year one, and 1 percent fee discount in year two.