IHG Hotels and Resorts has launched a new midscale conversion brand, Garner. The new brand has been targeted at being the leading choice for guests who want value for money as well as high-quality accommodation. The brand has also promised to be a benefit for owners who seek higher returns in the midscale market.
The brand is said to deliver easygoing stays that will get guests ‘on their way,’ and has been designed for value-driven travellers on all budgets. Offering a relaxed experience with reliable service, the brand’s affordable price point will be paired with convenient locations and hospitality amenities.
Chief executive officer of IHG Hotels and Resorts, Elie Maalouf, said that Garner is another exciting step forward in the transformation of the company’s brand portfolio, and it would bring to life the midscale market that can be trusted.
“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,” said Maalouf.
IHG has developed the brand on feedback and insights from customers, and in addition to the benefit of accessing IHG’s global sales organisation, the brand will also include a strong low-cost distribution system and lower procurement costs. Each owner will work with IHG to evaluate the level of renovation required, whilst still being able to provide all the features of the Garner brand.
Senior vice president of global marketing mainstream brands for IHG Hotels and Resorts, Jen Gribble, said that Garner would give owners and guests what they have been missing in the gap of the midscale sector.
“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 Gribble.
Garner will be ready to franchise in the foreseeable future, with the first hotels expected to open in the United States by the end of 2023. Globally, IHG has a goal of reaching an estimated 500 properties that have developed the Garner brand over the next ten years, and 1,000 hotels over the next 20 years in the United States alone.
The midscale segment of the hotel market represents USD $14 billion currently, which is expected to reach USD $18 billion in revenue by 2030.
