IHG will rebrand as IHG Hotels & Resorts in recognition of its growth to 16 brands. It will also undergo a new look as far as logo and branding and will change the name of its IHG Rewards Club loyalty program to IHG Rewards to remove any feeling of exclusivity. The mega-operator will group its hotels into four categories. They are Luxury and Lifestyle Collection (Six Senses, Regent, InterContinental, Kimpton and Indigo); Premium Collection (Hualuxe, Crowne Plaza, Even and Voco); Essentials Collection (Holiday Inn, Holiday Inn Express and Avid) and Suites Collection (Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations and Candlewood Suites). Claire Bennett, chief customer officer, said the industry has faced challenges like never before, and while IHG Hotels & Resorts has adapted to new realities, “we’ve stayed true to our roots.”