If you think of Holiday Inn as just a place to crash, IHG is trying to change your mind.

In a major announcement out of Shanghai this week, IHG unveiled “Holiday Inn 3.0”—a significant design overhaul for the Greater China market. While the reveal coincided with the brand’s 50th anniversary in the region, this “Next-Generation” product offers a glimpse into how IHG is modernizing its most famous brand.

The “Brighter Side” Goes Global

It is worth noting that while the hardware (the 3.0 design) is debuting in China, the philosophy behind it is part of Holiday Inn’s global brand proposition: “The Brighter Side of Travel.”

If you browse IHG’s global site, you will see this mantra front and center. It represents a shift across the entire portfolio to make the brand feel more vibrant and service-oriented. China’s “3.0” launch is essentially the first major physical manifestation of this global direction—a localized, highly polished execution that mirrors the “H4” and “Open Lobby” concepts rolling out in Europe and the US.

What to Expect from Holiday Inn 3.0

Here is the hard product you can expect if you book one of these new properties:

• The “Social” Lobby: The traditional front desk is taking a backseat. The 3.0 lobby is designed as a multi-purpose “living room” with zones for working, drinking, and light dining. It’s designed to keep guests out of their rooms and mingling.

• The “Smile Wall”: A signature feature of the 3.0 lobbies, this artistic installation is made from sustainable materials and incorporates local cultural elements to give each hotel a unique sense of place.

• Smarter Rooms: The rooms are getting a serious functional upgrade with business travelers in mind, including height-adjustable desks (a rare find in mid-scale hotels) and integrated smart room controls.

• Family Utility: Recognizing the leisure market, new room configurations will feature double vanities and sofa beds as standard.

Bottom Line

China is often a testing ground for major hotel chains to trial their new and premium versions of mass-market brands (see: how distinct “Hilton” or “Marriott” properties are in Asia vs. the US). With “Holiday Inn 3.0,” IHG is signaling that this isn’t just a budget option anymore—it’s a mid-scale lifestyle product.

What do you think of the new look? Would a “Smile Wall” and a standing desk make you pick a Holiday Inn over the competition?