To the north of the Welsh capital of Cardiff, IHG and operator Kew Green will be quietly cutting the ribbon on its new Holiday Inn at the end of July. Locals are hoping the rebrand, the hotel’s third in recent years, will signal a change in fortunes for the property. Prior to IHG signing the hotel, it was run under the Legacy brand as the Cardiff International.
However, a little further back, and up until 2009, the property was run under Choice’s Quality hotel banner. The irony of IHG picking up a Choice cast-off will doubtless bring a wry smile to the face of Choice chief executive Steve Joyce, who has spent the last few years growing his brand portfolio in the USA by signing de-flagged Holiday Inn properties.