The headlines have been busy these first few months of 2025 with yet another major player in the hotel scene making an announcement on new developments. In a recent press release, IHG Hotels & Resorts introduced the future-ready Generation 5 concept for Holiday Inn Express, set to revolutionize its public spaces across Europe, the Middle East, Asia, and Africa (EMEAA).

Before we get into my personal thoughts and reactions, let’s dive into a brief recap of what Generation 5 is all about.

Future Ready – Generation 5

It is clear the focuses on the new design are all centered around guest experience, diversity and inclusivity. The Generation 5 design reflects insights from extensive research into traveler preferences, including the demand for experiential and sensorial spaces. With zones like the EXPRESS Café & Bar and Focus Studio, guests can socialize, relax, or work in vibrant settings tailored to their lifestyles. Smart guest room features, such as ergonomic workspaces, ample USB ports, and Smart TVs, complement the elevated public spaces.

Each hotel will incorporate elements that reflect its local destination, ensuring a distinct sense of place. Moreover, IHG collaborated with a disability task force to create public spaces that are inclusive and accessible, catering to diverse needs and fostering a welcoming environment for all.

The Generation 5 design also focuses on offering flexibility and cost-effectiveness for hotel owners. Its scalable layout allows for easy adaptation across different locations while keeping costs manageable. This ensures that owners can maintain strong financial returns without sacrificing the high-quality standards Holiday Inn Express is known for.

When asked about his thoughts on the new design, John Wright, Vice President of Mainstream Brands for EMEAA at IHG had this to say:

 “Generation 5 is a premium, vibrant, and dynamic design that leans into a lifestyle vibe that’s on trend. It’s playful and distinctive nature defines the witty personality of Holiday Inn Express, while its flexibility ensures each hotel reflects a sense of place.”

Generation 4 vs Generation 5:

Holiday Inn Express first introduced its Generation 4 design in 2016, focusing on modernizing guest rooms and public spaces with smarter layouts, improved service delivery, and enhanced technology. While it set a new standard for efficiency and comfort, Generation 5 takes things a step further by creating more dynamic, flexible, and experiential public spaces that cater to evolving traveler expectations.

Here’s how Generation 5 builds upon and improves the previous design:

• More Experiential Spaces – Generation 5 introduces zoned public areas like the EXPRESS Café & Bar and Focus Studio, designed for socializing, working, and relaxing. Generation 4 emphasized functionality, but the new design brings a more vibrant, lifestyle-focused atmosphere.
• Greater Flexibility – The new design allows hotel owners to adapt and scale spaces based on location and market needs while remaining cost-effective. Generation 4 was more standardized, whereas Generation 5 offers more local character and customization.
• Enhanced Guest Engagement – Research shows travelers today want spaces that encourage connection and comfort. Generation 5 delivers this through inspiring aesthetics, multi-use furniture, and tech-forward features, making public areas feel more inviting.
• Stronger Sense of Place – Unlike Generation 4, which had a uniform look, Generation 5 embraces local design elements, giving each hotel a unique identity while staying true to the Holiday Inn Express brand.
• Inclusivity & Accessibility – Generation 5 was developed with insights from a disability task force, ensuring public spaces are more accessible and easier to navigate for all guests.

While Generation 4 modernized the Holiday Inn Express experience, Generation 5 reinvented it to deliver a smarter, more engaging, and future-ready hotel stay.

Examples of Generation 4 designs throughout Europe.

Deep Dive Into Generation 5 – Thoughts

Being brutally honest, this has to be one of the ugliest and most awful hotel designs I have ever seen. It looks like one of those really cheap and tacky home decor stores filled with cheap stuff that is “modern.” Look, I totally understand that outside of North America, there are different markets, each with its own specific demographics or preferences suited to that market. But this is just honestly bad.

I feel as though the thought process behind it is good, but the execution is very poor. From looking at some of the concept art, it makes the hotel look more like an elementary school or preschool than a hotel. At least with the previous generation, when it added in bold splashes of color, natural tones, and more of an artistic flair, it looked more like a hotel and was well done. I think there needs to be evolution and adaptation, but I don’t think this is the way to go.

I am all for making hotels not so cookie-cutter, but at the same time, I feel like as a brand, there needs to be some standardization and not too much deviation from the brand. It feels like Holiday Inn Express is trying to be something that it is not. It feels like they are trying to be more like a lifestyle hotel brand like Moxy, where they focus heavily on community, local design, and communal spaces.

To be very clear, I am in no way at all knocking this design because it was designed with inclusiveness and accessibility in mind. I am more critiquing and criticizing the actual design, such as furniture, color, and décor choices. I am all for designing spaces that work for everyone, but I think the final product just doesn’t look good like how you would expect from a Holiday Inn Express.

Final Thoughts

While the Generation 5 concept aims to offer innovative spaces that cater to modern traveler needs, the execution raises questions about the balance between creativity and brand identity. As the hospitality landscape continues to evolve, it’s crucial for brands like Holiday Inn Express to adapt while still maintaining the core essence that guests expect.

Ultimately, design should evoke a sense of comfort and familiarity, serving not only to attract new customers but also to reassure loyal patrons. The future of travel accommodation lies in thoughtful integration of local flair with brand consistency and guest-centric approaches. As we move forward, it will be interesting to see how this new design is received by travelers and how it influences the broader hotel industry. Only time will tell if Generation 5 can truly redefine what a Holiday Inn Express should embody.

Stay tuned for the first look at Holiday Inn Express Generation 5 when it opens in 2026!