The new brand, which became official on 28 February, will promote the notion of well-being, as reflected in the different types of infrastructure in the establishments. Even will initially be aimed exclusively at the American market, and should include around a hundred hotels over the next five years, with the first opening scheduled for early 2013. Its credo, presented as unprecedented, will be based on larger fitness areas and more modern equipment, at no additional cost. The emphasis will also be on food, presented as "natural, fresh, adapted and energising". In addition to these healthy concerns, business travellers will also appreciate the new facilities designed to make it easier to work during their stay, such as high-speed WiFi, multimedia ports and large workspaces. Finally, the layout of the rooms should also help travellers to recover. These ambitions have already prompted the IHG group to set aside a sum of 150 million dollars over the next three years to ensure the brand's growth.
