Holiday Inn Freshens Up Its Image

“This is not your father’s Holiday Inn,” says Dan O’Connell, president and chief executive of the Fort Wayne-Allen County Convention and Visitors Bureau, speaking of the new hotel scheduled to open next month. And he’s right, it’s not just any hotel. The 151-room facility will be among the first of some 3,200 “Fresh New” Holiday Inns opening worldwide by the end of 2010 which will feature spiffy new logo, higher-end room amenities, and the hotel’s very own White Tea and Citrus Signature Fragrance.

Holiday Inn and Travelodge (which just began implementation of its new AroomaTherapy) are among the latest to embrace the Signature Scent trend which is promising to become an industry staple. Westin Hotels & Resorts, Marriott International, and Park Hyatt are just a few of the heavy hitters which have recently joined the Scent Revolution. Shangri-La Hotels and Resorts’ Essence of Shangri-La is dispersed by an atomization system which features anti-bacterial and anti-smoke benefits as well.

Holiday Inn executives expects the Fresh program to generate an enhanced return on investment for their owners and franchisees, who will invest up to $1 billion over a three year period. “As always, we have worked in close collaboration with our owners around the world on these efforts to ensure we have their buy-in every step of the way,” said Mark Snyder, Senior Vice President of Worldwide Brand Management for Holiday Inn. “They agree this is the right thing to do to make this great brand fit for future generations.”