By the Caribbean Journal staff

InterContinental Hotels Group is adding a new hotel brand in the region: Avid.

The company, along with Mexico-based Operadora MBA, announced the signing of the first Avid property in Mexico, set in the city of Fresnillo.

“The first signing in Mexico of IHG’s new high-quality midscale brand, demonstrates further momentum for avid hotels,” said Jorge Apaez, Chief Operating Officer, Mexico, Latin America & the Caribbean at IHG. “New hotel signings continue to exceed expectations, and total more than 100 avid hotels across the U.S., Canada and now Mexico, almost one every other day since launch last year. This latest development demonstrates that owners believe in the strength of the avid hotels brand and the power of IHG.”

The new brand was developed to “meet the needs of everyday travelers who are looking for a high-quality, consistent experience from their hotel stay,” according to German Ongay, vice president for development in Mexico at IHG.

The first Avid in Mexico will include 95 rooms, slated to open in the middle of next year.