Inside The Hip Redesign Of Holiday Inn Express
"The redesign, informed by the research of design consultancy Ideo, includes everything from how you check in to the look and feel of the room itself. IHG (Holiday Inn Express's parent company) has been profiting with its big brand approach to hotels, even as the market for boutique hotels grows. In hiring Ideo, IHG wanted to home in on the desires of today's "smart traveler"—an all-encompassing term for business and leisure guests. The goal: to create a hip budget hotel that's more about convenience than creature comforts."