One year after breaking away from Six Continents, InterContinental Hotels Group has announced the launch of its seventh brand.

Hotel Indigo, which will be a conversion concept, will be officially launched in June, with the first site opening in Atlanta, Georgia, by the end of the year.

“Hotel Indigo fills a critical gap in our industry right now by addressing middle market consumers who are ‘trading up’ to higher levels of quality and taste, but still seeking value,” said InterContinental chief executive, Richard North.

The ‘lifestyle’ concept, which will be initially introduced only in the US, is to offer a retailer’s approach to service and a flexible décor, which can be refreshed and updated every two to three years to maintain a contemporary look.

The idea was developed for InterContinental franchisees looking for another platform for growth and has been designed to fit a variety of markets in locations where a hotel may not be achieving its full potential.

“The strength and scope of the InterContinental Hotels Group portfolio and our infrastructure provide a strong foundation for the success of distinctive brand concepts like hotel indigo,” said North.