IHG Hotels & Resorts unveils innovative experiential Holiday Inn Express public space design, with Saudi Arabia leading regional expansion
- Holiday Inn Express Generation 5 to roll out across Saudi Arabia and the wider Middle East, alongside Europe, Asia & Africa (EMEAA)
- Stylish and flexible concept satisfies diverse needs of guests and owners in multiple markets
- Holiday Inn Express on track to reach 500 open and pipeline hotels in EMEAA in next three years, with Middle East primed for significant expansion
Riyadh, Saudi Arabia 27 March 2025: IHG Hotels & Resorts (IHG) has revealed its next-generation Holiday Inn Express Generation 5 public space design set to attract and excite travellers and owners across Europe, the Middle East, Asia & Africa (EMEAA). The concept will make its regional debut at the Holiday Inn Express Riyadh once it opens its doors in 2026, also marking the debut of the brand in the Saudi Arabian market.
Holiday Inn Express – the world’s biggest hotel brand – has blazed a trail for simple, smart travel since 1990, when it was created to challenge convention in the industry.
Now, the brand’s new Generation 5 concept will once again redefine the segment, reinforcing Holiday Inn Express as the category leader across EMEAA, where it is set to reach 500 open and pipeline properties in the next three years. Generation 5 once again shows the brand’s commitment to delivering more where it matters most, with its innovative flexible design elevating the guest experience while continuing to offer great value.
With Saudi Arabia experiencing rapid tourism and hospitality growth aligned with Vision 2030, the new design concept will help meet the demands of the next-generation smart travellers.
Born from significant investment into research* on guest behaviour, the future of work, entertainment, wellbeing, food and drink, and digital experience, this striking, fresh design anticipates the needs and desires of travellers and owners through to 2030 – and beyond.
By introducing experiential zones, it is responding to insights showing that travellers are increasingly looking for inspirational, vibrant, and dynamic spaces. The rising demand for sensorial experiences is also met, with the concept encouraging guests to connect and unwind in cool and energising social areas such as the EXPRESS Café & Bar.
Embracing a more lifestyle-oriented experience, Generation 5 will bring to life the diversity of EMEAA’s markets. Each hotel will offer a sense of its destination with a nod to the local aesthetic and vibe, while always remaining true to the Holiday Inn Express brand.
Reflecting the brand’s continued commitment to meeting the diverse needs of guests, the development of the Generation 5 concept included working with a disability task force** to understand the challenges of navigating public spaces with a disability.
The new design also meets the needs of hotel owners by allowing design flexibility and scalability in a way that’s mindful of cost and remains financially competitive, while continuing to drive performance and returns in the time-honoured fashion of the much-loved brand.
The Kingdom’s first Generation 5 property, Holiday Inn Express Riyadh, opening in 2026, will reinforce IHG’s commitment to expanding world-class offerings in Saudi Arabia. With growing demand for smart, value-driven accommodations in the Kingdom, IHG is actively working on enhancing its essentials portfolio, featuring segment leading brands in key cities, providing exceptional experiences for both business and leisure travellers.
Maher Abou Nasr, Vice President Operations, KSA, at IHG Hotels & Resorts commented: “At IHG, we are continually evolving and investing in our brands to meet the needs of our guests and owners. The new Holiday Inn Express Generation 5 design is a great example of this. This evolution of the brand, set to debut in Riyadh next year, offers a premium, vibrant, and dynamic design that embraces a trendy, lifestyle aesthetic, perfectly aligning with the Kingdom’s Vision 2030 . It reinforces our commitment to support Saudi Arabia’s dynamic tourism growth through continuous innovation.”
Generation 5 will ensure the Holiday Inn Express brand continues to meet the needs of mainstream travellers through experiential zones which are designed around their lifestyles – from Focus Studio with quiet areas to the energising and enlivening EXPRESS Café & Bar. This will increase guest dwell time outside of their rooms, while the efficient layout will boost performance and owner returns.
The new design continues the dynamic evolution of the Holiday Inn Express brand and follows the 2016 introduction of its ‘Next Generation’ design that revolutionised its hotel public spaces and guest rooms, improved service delivery, and introduced new technology to enhance the guest experience.
Holiday Inn Express guest rooms will continue to offer the perfect balance of comforts with smart design features, such as flexible workspaces, ergonomically designed chairs, ample USB ports and plug sockets, higher quality bedding, and Smart TVs that enable them to stream media from a personal device.
There are 3,206 (340,054 rooms) Holiday Inn Express hotels open around the world, with 644 properties (79,079 rooms) in its growing pipeline.
Ends all designed to help guests feel more than ready for their day. As the fastest growing brand for IHG Hotels & Resorts, Holiday Inn Express aims to enable real, human connections for our guests by providing a simple, smart travel experience. For more information, visit www.holidayinnexpress.com, and connect with us on Facebook,
