Holiday Inn named most trusted travel brand, unveils modernized redesign

A view of one of the hotels.
The updated features include a modern exterior, an elevated food and beverage offering with a new counter service model, and an enhanced breakfast buffet. Photo courtesy Holiday Inn

Holiday Inn has been recognized as the most trusted travel and hospitality brand in the United States, according to Morning Consult Intelligence. Using this position, it has unveiled a new modernized prototype for its Americas estate. While the first fully redesigned hotel is set to open in early 2025, nearly 30 U.S. hotels will incorporate elements of this new design by the end of 2024.

The updated features include a modern exterior, an elevated F&B offering with a new counter service model, and an enhanced breakfast buffet. An open-market concept will provide 24/7 access to travel essentials, and public spaces will be redesigned to centralize the front desk, order counter, bar, and market.

Guest rooms will include four distinct zones—a welcome zone, a work/relax zone, a sleep zone, and a refresh zone—to cater to business and family travelers. Additionally, the brand will offer flexible spaces for meetings and social gatherings, as well as an eBar for various guest needs. Traditional amenities, such as swimming pools and the “Kids Stay & Eat Free” program, will remain standard.

“Trust is invaluable,” said Raul Ortiz, vice president of global marketing and brand management for Holiday Inn. “It’s something that’s earned year after year. We are continuing to build a brand that everyone can enjoy and depend on, and this recognition serves as a testament to our ongoing efforts. We are incredibly grateful to our guests who choose to stay with us and to our hotel teams whose unwavering care is the cornerstone of our guests’ experience.”

As the first hotel chain to establish a presence in all 50 U.S. states, Holiday Inn has a long history of innovation. In 1983, it introduced the first hotel loyalty program, now known as IHG One Rewards, and developed Holidex, the first centralized hotel reservation system, in collaboration with IBM.

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