These will be followed by hotels in Germany, Italy, France, the United Arab Emirates (Dubai), China, Thailand and Australia. Following customer feedback and extensive staff training over the next few months, the hotels will be fully relaunched by July. Of the 19 hotels road-testing the changes in the US, 16 are already open, including hotels in New York, Washington and Los Angeles.

The first hotels will showcase the new brand hallmarks and signage in order to gather owner and guest feedback, prior to the full global roll-out, scheduled for completion by the end of 2010.

All Holiday Inn hotels will be required to implement the relaunch programme to create a more contemporary brand image, increase quality and drive consistency. The relaunch will incorporate new service standards, redesigned entrance and reception areas as well as refreshed guestrooms.
The new brand signage will be installed at hotels only once they have implemented the relaunch programme. All 4,000* Holiday Inn hotels are expected to have implemented the relaunch programme by the end of 2010.

By better delivering on guest needs and expectations, IHG expects the relaunch programme to allow Holiday Inn hotels to generate significantly higher revenue per available room (RevPAR), and secure an enhanced return on investment for their owners. Together with IHG, owners and franchisees will invest up to US$1 billion over a three year period to carry out the brand relaunch to meet the required service and quality levels. IHG will invest US$60 million as part of this to support the launch.

In EMEA IHG has an operating portfolio of 335 Holiday Inn (52,842 rooms) and
182 Express by Holiday Inn (19,380 rooms) properties, with 127 hotels in the combined development pipeline. Holiday Inn is the largest full-service hotel brand in the UK, with 117 hotels (17,432 rooms), and also the number one hotel for business travel in Europe. Express by Holiday Inn currently numbers 113 properties (11,866 rooms) in the UK.

The Holiday Inn brand first entered Europe in Leiden, The Netherlands, in 1968, with the first UK property opening in Leicester in 1971.

The Holiday Inn London Heathrow is operated by BDL Management Ltd, which has developed a number of IHG properties across the UK including Crowne Plaza, Holiday Inn and Express by Holiday Inn brands.

The Holiday Inn Farnborough is operated by LRG Acquisition Ltd. In 2005, LRG Acquisition - the consortium co-led by Realstar Group which also includes Lehman Brothers Real Estate Partners and GIC Real Estate (a subsidiary of the government of Singapore) - acquired 73 Holiday Inn and Crowne Plaza UK properties.

According to Realstar Group's Chairman, Jonas Prince, "Realstar is very supportive of this important IHG initiative to update the Holiday Inn brand so that it is more competitive, contemporary and impactful in the marketplace."
*3,189 open and 1,077 in the development pipeline as of 31st December 2007.

Elements of the relaunch programme include:

- NEW LOGO & SIGNAGE: The iconic Holiday Inn logo is changing, with a new typeface, more vibrant green colour and a more contemporary design. The redesigned logo will also be incorporated into design elements throughout hotel lobbies and guest rooms.

- NEW ARRIVAL EXPERIENCE: This will include: new landscaping features including simple, stylish plant pots and outdoor seating; de-cluttered reception areas with contemporary desk-top lamps and clean, stylish signature back walls. Two of the key features of the welcome experience will be signature scents and music play list in reception areas.

- REFRESHED GUEST ROOM: A greater sense of comfort and ease will be created by an updated and de-cluttered bedroom and bathroom. Features will include signature bed throws and pillow wraps detailing choices from a pillow menu to allow guests to select pillows to best suit their preferences. Bathrooms will feature enhanced amenities including a signature shower curtain with curved rod giving more light and space in the shower, plus an elegant toiletry caddy.

- NEW SERVICE PROMISE: As part of the relaunch, the brand will initiate a new service culture to enhance staff behaviour and skills to best serve guests, with an emphasis on treating them as real people and consistently delivering the genuine service for which Holiday Inn is known.