InterContinental Hotels Group (IHG), the parent of Holiday Inn and Crowne Plaza, plans to launch 100 new hotels in the USA bearing the name EVEN.
The new hotel chain will be "health focused" and will push the world of hotels (further) into the the world of wellness and fitness.
I have written before about how spas are now de rigueur for hotels, but EVEN Hotels take this to a new level - think pull up bars and medicine bars in the room (next to the mini-bar? Nope... because
mini-bars may not be installed).
Heck, the luggage rack at the foot of the bed will now be a weight bench.
The rates for these rooms will be slightly more expensive than Holiday Inn's, but will offer travelers "open access, well lit" stairwells to use, for those who want to avoid the elevator and escalator.
But that's not all: "In addition to in-[room] yoga mats, all rooms would be large enough to enable personal exercise routines, the food on offer would be healthy and receptionists could dole out nutritional advice and organize group circuit training."
"As its name suggests, the EVEN Hotels brand will work to put the balance back in a traveler's busy life, leveling out life for the weary road warrior and infusing their home-away-from-home with a healthy lifestyle," says a Fox Business reporter.
About 80% of hotel customers want to keep up with their wellness routines while on the road and "17 million healthier-minded travelers find it hard to stay active and eat right on the road."
HotelChatter has noted a naming trend in which new hotel names like Public, Edition and now Even "hardly even communicate that these are hotels where you can spend the night."
But they add, playfully, "Then again, we're totally ok with hotels moving away from family last names and single-letter names."