New image Holiday Inn
Intercontinental, the world’s biggest hotels group, is facing a revolt by its Chinese hotel owners over its planned $1billion Holiday Inn rebranding program — the biggest in the history of the industry.
The rebranding, which will involve a raft of changes including new signs, is scheduled to be completed by 2010. More than 3,000 Holiday Inns around the globe will be affected.
Intercontinental, which largely manages hotels now, rather than owning them, has put up $60m towards the $1 billion cost, with individual owners having to foot the bill for the rest.
But Martin Jia, the head of the Intercontinental hotel owners association in China, said that some of his members were seeking a delay in the overhaul because of the financial crisis and the impact on business in the region.
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Source: The Independent
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