IHG revealed the name of its new high-quality midscale brand, avid hotels, alongside a brand logo and renderings of the hotel exterior, public space and guestrooms.

The anticipated new brand was originally announced in June at the IHG Americas Conference, and it’s now ready for licensing with more than 150 reported owners already expressing interest.

IHG expects the first avid hotels locations to begin construction early 2018, and the first hotel is anticipated to open in early 2019.

The midscale brand is designed for travelers looking for the “basics done exceptionally well,” at a price point expected to be about $10–15 less than the industry-leading Holiday Inn Express brand.

“Our extensive consumer research and conversations with owners identified a clear opportunity to reach an important set of business and leisure travelers in a vastly underserved $20 billion segment of the U.S. midscale market,” said Elie Maalouf, CEO, IHG, The Americas.

According to the renderings, the hotel’s exterior design features an open, airy, retail-like entry with a canopy and vibrant red features. On the inside, guests will find open public and work areas and inviting communal spaces.

The hotel will offer complimentary breakfast and marketplace options, innovative in-room entertainment and fast WiFi.