Holiday Inn Express is that midscale hotel brand that comes under IHG Hotels & Resorts. This brand was set up with only one single objective-to provide basic services to the business traveler and short-stay guest at low rates. This report would give an in-depth understanding of the company, features it offers, and benefits it confers to its customers, which further places such a company’s significance in the hospitality industry.
Holiday Inn Express History
Incorporation and Early Growth
Holiday Inn Express was launched in 1990 by Bass Hotels and Resorts, and it launched its first three hotels in Nashville, Tennessee; Abilene, Texas; and Poughkeepsie, New York. The first conversions from the existing properties of Holiday Inn were these initial establishments[1]. This brand was particularly directed toward the “upper economy” market segment, with no-frills experience to be even more practical in terms of offering more convenience.
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Growth and Branding
Holiday Inn Express operations spread to Europe by the year 1996 with the first location found in Scotland. In 2006, the brand got an almost total transformation by moving from the name “Express by Holiday Inn” to its present name. This was part of a broad approach at enhancing brand recognition and management integration between geographically remote locations [1][2].
Advertising Campaigns
In 1998, Holiday Inn Express launched their very famous advertising campaign, which portrays ordinary people doing extraordinary things, all because of their night at the hotel. The slogan varied with time but remained the same core — feeling smarter after spending a night at a Holiday Inn Express. Such an advertisement campaign assisted in increasing awareness of the brand name and becoming cultural folklore[1].
Facilities and Services
Basic Services
Standard Holiday Inn Express outlets have standardized corporate architectural designs, which typically include 60-80 rooms. The inns rely on standard products without the additional extras of the premium-price hotels. Visitors will find the following:
Free Breakfast : Every guest is entitled to a complimentary breakfast consisting of a limited range of continental items.
Simple Fitness Center : Most locations have an exercise room.
Fewer Facilities : Holiday Inn Express has no inhouse restaurants or room service which is generally seen in full service hotels[1][2].

Recent Trends
Holiday Inn Express constructed many of its properties either renovated or newly constructed within the past two decades with facilities such as swimming pools, meeting rooms, and complete exercise clubs. This helped them to be at a more equal standing with three-star hotels, but they also maintain their advantage of being cheaper compared to full service hotels[1][3].
Global Operations
As of now, the company has more than 2,826 Holiday Inn Express locations spread across the globe, and this makes one of IHG’s biggest brands. This chain has witnessed maximum growth in the Asia-Pacific and Europe markets. The recent additions include properties in Islamabad, Pakistan, and several across China[2][5].
Market Strategy
Holiday Inn Express has targeted to accommodate mainly business travelers who require clean and comfortable accommodations without fancy things. Its positioning, along highways and suburbs, makes it easily accessible for travelers who only pass by and need a place to spend the night[2].
Comparison with Other Brands
Holiday Inn versus Holiday Inn Express
Although both are under IHG, they target different markets:
Attribute | Holiday Inn | Holiday Inn Express
|———————————-|———————————-|———————————-|
Service Level :  Full-service
Limited service : Amenities
On-site restaurants & bars : Basic breakfast & exercise room
Target Market : Families and leisure travelers
Business travelers : Location Strategy
Urban & tourist areas : Suburbs & highway exits
This makes a distinction between a traveler and his correct demand. Whether he needs to seek full service experience or only an easy, convenient place to sleep.
Conclusion
Holiday Inn Express has carved out a vital niche in the hospitality sector with focus upon affordable and core services to business travelers and transient guests. It is thereby continuing to evolve along with shifting market requirement without a compromise on delivering uniform lodging experience all over the world