IHG Launches Garner, a New Midscale Conversion
IHG has launched a new midscale conversion brand,
IHG says that many owners have expressed a desire to work
with a high-quality conversion brand at a lower price point, and
that is why the company has developed Garner.
addition to the benefit of accessing IHG’s global sales
organization, distribution systems and negotiated
procurement costs, IHG will work with each owner and property site to
evaluate the level of renovation required, while still providing
the hallmarks and experiences that will define the new brand.
The Garner - an IHG Hotel brand is expected to offer
an affordable price point alongside the things that guests value
most, such as a convenient location, a sound night’s sleep, and a
great, complimentary hot breakfast.
“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,” said Elie Maalouf,
Chief Executive Officer, IHG Hotels & Resorts. “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. We have already received more than
100 definitive expressions of interest in Garner, which
demonstrates the strong potential in the segment.”
Key brand features include:
- Front desk
team that’s available 24/7, lobbies that are designed to help
guests unwind, and an IHG Digital Check-in for quick and efficient
- Complimentary flavour-infused water on arrival;
- Fresh coffee and
snacks available all day in the Garner Shop; and
- A free hot breakfast that includes a
build-your-own protein-packed meal, with choices like sandwiches,
egg bowls, yogurt parfait, fruit, and more.
“Garner will give owners and
guests what they’ve been missing in the midscale space. We’ve
designed this brand to deliver on what’s expected – a great
night’s sleep in a clean, comfortable space, with a breakfast
worth getting up for. But how we deliver it will be different –
from the warm and welcoming team to the lobby décor, our style is
refreshingly approachable which appeals to all types of guests,”
said Jen Gribble, SVP, Global Marketing Mainstream Brands, IHG
Hotels & Resorts.
Garner will sit at a lower price point and
conversion cost per key than Holiday Inn Express, and will
complement IHG’s new-build midscale brand, avid hotels.
Garner will be ready to franchise initially in the
US by early September, with the first hotels expected to open by
the end of 2023.
With a goal to expand globally, IHG expects the
brand to reach an estate of over 500 hotels over the next 10 years
and 1,000 hotels over the next 20 years in the US alone.
midscale segment in the US represents a $14 billion market today
that is set to reach $18 billion in hotel revenue by 2030.
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