What differentiates?

InterContinental Hotels Group revealed plans to launch a high-quality, midscale brand targeting 14 million guests in what the company believes is an underserved segment of the U.S. hospitality market.

The brand will reportedly champion the traveler who wants a hotel stay offering the “basics done exceptionally well.”

“These travelers will often spend hours researching hotels to find a great and affordable lodging experience in this segment. When they can’t find it, they compromise, accepting lower standards and an inconsistent experience to get the price they want. We will change that with this new brand by delivering a superior guest experience that doesn’t currently exist at this price point,” said Elie Maalouf, CEO, IHG Americas.

The brand was designed around a set of values including taking a new approach to everyday travel, appreciating the value of guests’ budgets and being direct, clear and honest with its guests.

Initial features will include a best-in-class sleep experience with high-quality mattresses and noise-controlled rooms; amenities including ample lobby work space, a pool and porte cochère; the latest in technology including cloud-based reservation system, mobile check-in and check-out and enhanced WiFi; and a high-quality complimentary breakfast.

IHG expects to be franchise-ready in fall 2017 with the first hotels beginning construction in early 2018, opening in 2019.