IHG Hotels & Resorts has announced the launch of the Holiday Inn Express Generation 5 public space design, which intends to meet the evolving needs of travellers and hotel owners in Europe, the Middle East, Asia, and Africa (EMEAA).
This concept is expected to be implemented across 500 Holiday Inn Express properties in EMEAA within the next three years.
The design is a response to extensive research into guest behaviour and future trends in work, entertainment, well-being, food and drink, and digital experience.
The Generation 5 design introduces experiential zones to satisfy the growing demand for sensorial experiences and encourage guests to connect and relax.
Additionally, the design celebrates the diversity of EMEAA's markets to offer guests a taste of the destination.
In developing Generation 5, IHG worked with a disability task force to ensure the new public spaces are accessible for all guests.
The design also addresses the needs of hotel owners by offering design flexibility and scalability while maintaining cost-effectiveness and financial competitiveness.
The first Holiday Inn Express to feature the Generation 5 design will be in Saudi Arabia, with the Riyadh property set to open in 2026.
In the UK and Continental Europe, ten projects have been confirmed as early adopters of the concept, with an additional twenty expressing interest.
IHG Hotels & Resorts EMEAA Mainstream Brands vice president John Wright said: “Generation 5 is a premium, vibrant, and dynamic design that leans into a lifestyle vibe that’s on trend. Its playful and distinctive nature defines the witty personality of Holiday Inn Express, while its flexibility ensures each hotel reflects a sense of place, with contemporary artwork and nods to its location.
“Generation 5 will ensure the Holiday Inn Express brand continues to meet the needs of mainstream travellers through experiential zones which are designed around their lifestyles – from Focus Studio with quiet areas to the energising and enlivening EXPRESS Café & Bar. This will increase guest dwell time outside of their rooms, while the efficient layout will boost performance and owner returns.”
This new design builds on the brand's evolution, following the 'Next Generation' design launched in 2016, which transformed hotel public spaces, guest rooms, service delivery, and technology integration.
Guest rooms within the Holiday Inn Express chain will maintain a balance of comfort and smart design, featuring flexible workspaces, ergonomic chairs, multiple USB ports and plug sockets, quality bedding, and smart TVs.
