The Fresh New Image of a Trusted Old Brand

“The Holiday Inn Grand Rapids Airport is looking good and smelling good!

The latest of some 3,200 “Fresh New” Holiday Inns slated to open worldwide by the end of 2010, the newly-renovated Grand Rapids hotel features a spiffy new logo, higher-end room amenities, and the hotel’s very own White Tea and Citrus Signature Fragrance!

There’s a scent machine in the lobby,” says General Manager Donn Thompson. “It’s appealing to the eyes, the ears. And then you have the smell. It will be similar to every other Holiday Inn that is relaunched.”

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.”

Thompson, who believes that people have tended to associate the Holiday Inn brand with their parents or grandparents, couldn’t be happier about the fresh new approach. “I think the brand was smart to recognize that and say we want to be a leading brand of choice for today’s traveler.”