IHG Hotels & Resorts has announced that it is expanding its new midscale conversion brand, Garner, to include the Europe, Middle East, Asia & Africa (EMEAA) region.

The move signifies a significant step towards Garner’s goal of reaching 500 hotels by 2033 and 1,000 by 2043.

The expansion follows IHG’s recent announcement of a long-term agreement with NOVUM Hospitality, a leading German hotel operator. This partnership will bring 56 Garner hotels, both existing and under development, to Germany alone.

Global momentum

With three hotels already operational and 14 more in the pipeline, Garner is experiencing rapid global growth.

The first Garner property in the US opened within three months of the brand’s launch, and three hotels are planned to open in Osaka, Japan in 2024.

“We’re having many positive conversations with new and existing owners and following landmark deals in Japan and Germany, we’re confident it will be a great fit for those seeking a brand that matches quality with affordability, backed by IHG’s powerful enterprise,” said Kenneth Macpherson, CEO for EMEAA.

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Targeting owners and guests

IHG believes that Garner is designed to be a win-win for both hotel owners and guests.

Owners benefit from the brand’s flexibility and the potential for strong returns on investment.

By introducing Garner to EMEAA markets, IHG offers hotel owners a new option in the midscale segment. The brand also contributes to IHG’s overall growth strategy by leveraging the company’s diverse brand portfolio.

Guests can expect a high-quality, unique hotel experience at a competitive price point.

Garner stands out as a flexible and high-quality midscale conversion brand. Each Garner property focuses on delivering the essentials that guests value most: convenient locations, comfortable sleep experiences and complimentary Wi-Fi.

Conversion focus

The focus on conversion deals is a growing trend within IHG. More than half of IHG’s openings in the EMEAA region in 2033 involved property conversions.

The strategy caters to the increasing demand from owners who seek to maximise their investment returns by minimising pre-opening costs and accelerating the transition to operational status.

Owners also gain access to IHG’s extensive resources, including advanced digital capabilities, a global sales network, award-winning distribution systems and the IHG One Rewards loyalty programme.