InterContinental Hotels Group (IHG) has announced plans to set up dual-branded hotels throughout the US, beginning with a new Crowne Plaza hotel, which opens in midtown Atlanta this week.
Franchised by an affiliate of IHG, the Atlanta property will be owned by AWH Partners and operated by Spire Hospitality.
The present 501-room Hotel Melia in Atlanta will be modified into a 360-room Crowne Plaza hotel through a series of refurbishments.
The same building will also house a Staybridge Suites hotel, with a capacity of 102 rooms, by January 2016.
IHG’s other plans for dual-branded hotels cover Illinois, Texas and San Diego.
A new 120-room Holiday Inn and 100-room Candlewood Suites developed by Hospitality Guru Group will be opened in Joliet, Illinois, by late 2015, while a 134-room Hotel Indigo and 171-room Holiday Inn Express is scheduled for 2016 year-end in Austin, Texas.
A 186-room Crowne Plaza and 146-room Staybridge Suites, developed by Vanderval Hotels, is destined for San Diego by late 2017.
Commenting on the launches, IHG Americas president Kirk Kinsell said: "We are well-placed to grow market share with a high-quality pipeline and through continued innovative guest offerings including dual-branded properties.
"These hotels are ideal for urban and suburban destinations alike and we are excited that one is opening right here in Atlanta."
IHG believes that dual-branded hotels generate a more profitable bottom line as they are flexible enough with regard to operational efficiencies, and do not compromise on the unique services that guests associate with IHG.
The model involves sharing of facilities like swimming pools, fitness centres, food and beverage services, while some back-of-the-house operations remain separate.
IHG has more than 700 hotels in the Americas development pipeline, with over 600 of them in the US alone.