The InterContinental Hotels Group (IHG) and Germany-based Sirius Hospitality Holding GmbH has announced the signing of the first avid hotel in Germany, which is due to open at Frankfurt Airport.
Representatives of both companies closed the deal at the International Hotel Investment Forum (IHIF) in Berlin, Europe’ leading hotel investment conference.
The avid hotels brand was thoughtfully designed for travellers , who want a hotel experience that meets their expectations for the type of hospitality they value most – the basics done exceptionally well at a fair price.
The first avid hotel signed in Germany will be strategically located at Frankfurt Airport, the fourth-largest international airport in Europe and number 14 worldwide.
The hotel will be a five-storey, new-build hotel with 215 guest rooms and underground parking. Construction is planned to start later this year and the hotel is expected to open in 2021.
Germany is one of five priority markets for IHG after a strong growth momentum since 2015, with 132 hotels already open or in the development pipeline.
IHG is now seeking to build further on this hotel growth momentum with the ambition for avid hotels to become one of their biggest brands in Germany.
The first important step in realising this ambition was the signing of a Multiple Development Agreement (MDA) with existing partner GS Star GmbH (GS Star) at EXPO Real in Munich last October, committing to bring 15 avid hotels to the German market.
In Sirius Hospitality Holding GmbH, IHG now has a second partner, who believes in the unique offer of the new mainstream brand and is committed to bring the avid hotels brand to market.
Mario Maxeiner, managing director Northern Europe at IHG, said: “The first signing in Germany for our new high-quality mainstream brand demonstrates further momentum for avid hotels.
“New hotel signings continue to exceed expectations, with more than 170 signings across the US, Canada, Mexico and now Germany.
“In Germany, we believe that the brand has the potential to be an important mainstream growth vehicle – with both compelling consumer demand and owner interest.
“We are delighted to develop our first avid hotels property in the market with Sirius Hospitality Holding – a partner with whom we have successfully built properties in the past.”
Maike Liell, board member, Sirius Hospitality Holding GmbH, commented: “Through our previous developments, we have seen the value that IHG’s systems and expertise can bring to a hotel owner.
“We are excited by the avid hotels brand, which has already carved its own space in the American market and we can see how it can work here in Germany.
“avid hotels is the perfect fit for the currently underserved market for good-value accommodation that serves the needs of German travellers.”
avid hotels is the future of everyday travel, where the essentials are done right. Every time. Listening to travellers’ needs, the brand has been specifically designed to deliver: