Four Seasons, Carlson, Formosa International... Passed through several hands, the luxury brand Regent Hotels has had a tumultuous history since its creation in the early 1970s. With the purchase of the majority of the chain's shares last March, it is now the turn of the InterContinental Group (IHG) to try to restore its prestige. From six hotels at present, the ambition is to rapidly increase the Regent portfolio to 40 establishments. And already, a first signature has been announced, in the heart of Kuala Lumpur's future financial district, but also an initial repositioning - the most logical one, in fact. By 2021, the emblematic InterContinental Hong Kong, which faces the island's skyline from its strategic position in Kowloon, will revert to its original name, having been one of the world's first Regents when it opened in 1980.
Alongside this renaissance, IHG is also looking at its recently launched brands. Avid, a new economy chain introduced last year, has already signed more than 130 projects in North America and has signed an agreement for 15 establishments in Germany. "This makes it the most successful brand launch since Holiday Inn Express in 1990."says Kenneth Macpherson, Group CEO for Europe, the Middle East, Asia and Africa. For its part, Voco, the latest arrival from IHG unveiled last June, which combines lifestyle and top-of-the-range, is now on its third project in Australia and is soon to be announced in Europe, in Cardiff.
