What Is Hotel X Brisbane Fortitude Valley Appearing On IHG’s Website?


A reader from Australia dropped us a note about a new hotel called Hotel X Brisbane Fortitude Valley that has started to appear on searches on IHG’s website and is bookable form later this month.

It has not been unusual for unbranded hotels to appear on IHG search while rebranded under one of their current offerings.

You can access IHG’s page for Hotel X here.

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The hotel is bookable from February 22:

Here’s a statement that we received from IHG Hotels & Resorts spokesperson:

Our Brisbane Fortitude Valley property has evolved to take on more luxurious feel than initially anticipated. In light of this, IHG and the hotel owner, Pointcorp, have made the decision to revisit and elevate the hotel into the luxury segment, and will open it under a new, independent name, Hotel X, that’s still part of the IHG family, system and loyalty program.


This is somewhat weird. IHG has not traditionally allowed hotels to appear on their channels without one of their brandings outside of conversion periods.

IHG is one of the few hotel chains that doesn’t have a soft brand such as Hilton’s Curio, Marriott’s Autograph Collection, or Hyatt Unbound that is a good fit for independently minded hotels that would like to tap into the distribution channels of these hotel giants and their loyalty programs.

It appears that this hotel was first destined to be an Indigo what probably was not the right brand for it after visiting Hotel X’s website. Perhaps a Kimpton would be a better fit?