IHG Launches Garner, a New Midscale Conversion Brand

Dark/Light Mode (18/08/23)  IHG has launched a new midscale conversion brand, Garner.

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.

In 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 will sit at a lower price point and conversion cost per key than Holiday Inn Express

“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 arrivals;

- 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.

The 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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