Global hospitality company IHG Hotels & Resorts has launched Garner – an IHG Hotel, a new midscale conversion brand.
This new brand aims to become a leading option for guests seeking good value stays at ‘high-quality’ properties and owners looking for greater returns in the midscale category.
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The brand is designed to deliver “easy-going stays that get you on your way” at an affordable price point to value-driven travellers, irrespective of their ages, according to IHG.
To be located at convenient locations, hotels under this brand will offer complimentary hot breakfast, snacks at the Garner shop and digital check-ins for easy arrivals, with consistent quality.
IHG Hotels & Resorts CEO Elie Maalouf said: “Garner is another exciting step forward in the transformation of our brand portfolio, bringing to the midscale market a brand we know owners and guests want from IHG.
“Owners are attracted to the benefits of IHG’s global scale, strong enterprise, technology platforms and leading IHG One Rewards programme, supported by our proven success in developing, launching and growing brands.
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By GlobalData“We have already received more than 100 definitive expressions of interest in Garner, which demonstrates the strong potential in the segment.”
IHG created the Garner brand in response to owners’ requests for a high-quality conversion brand at a lower price point.
Owners will have access to IHG’s global sales organisation, lower procurement prices and low-cost distribution systems and are expected to benefit from the brand’s flexible approach to conversions.
The company aims to consult with each owner on the property site to evaluate the extent of remodelling required while maintaining Garner’s brand hallmarks and experience.
Complementing avid hotels, IHG’s new-build midscale brand Garner offers a lower price point and conversion cost per room compared with Holiday Inn Express, IHG stated.
Garner plans to start franchising in the US by early September and aims to open its first hotel by the end of 2023.
IHG expects the brand to have more than 500 hotels within a decade and 1,000 hotels within the next two decades in the US alone.
