IHG signs deal to debut avid in Germany

IHG (InterContinental Hotels Group) and Germany-based Sirius Hospitality Holding GmbH have announced the signing of the first avid hotel in Germany. The signing ceremony for the inaugural hotel was attended by representatives of both companies at the International Hotel Investment Forum (IHIF) in Berlin, a major hotel investment conference in Europe.

The first avid hotel signed in Germany will be located at Frankfurt Airport, the fourth-largest international airport in Europe and number 14 worldwide. The hotel will be a five-story, 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.

“An important mainstream growth vehicle”

Mario Maxeiner, managing director, Northern Europe, 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.”

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 perfect fit for the currently under served market”

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 under served market for good-value accommodation that serves the needs of German travellers.”