IHG Unveils Garner - A New Affordable Midscale Brand to Expand Market Presence

In a strategic move aimed at capitalizing on the surging demand for midscale accommodations, IHG Hotels & Resorts has announced the launch of its latest addition - Garner: an IHG Hotel. This innovative brand is designed to address the evolving needs of travelers and owners, offering an attractively priced conversion option that promises to carve out a significant niche in the competitive hospitality landscape.

Driven by insights from hotel owners seeking a high-quality conversion brand at an affordable price point, Garner is positioned to cater to a diverse range of guests with its refreshingly approachable style. The brand promises a host of enticing features, underpinned by IHG's reputation for excellence and a proven track record in brand development and growth.

“Garner is another exciting step forward in the transformation of our brand portfolio," stated IHG CEO Elie Maalouf. The brand's key attractions include its cost-effective conversion model, integration into IHG's global sales network, low-cost distribution systems, and the leverage of IHG's successful IHG One Rewards program. More than 100 definitive expressions of interest have already been received, underscoring the promising potential within this dynamic segment.

Boasting an array of appealing offerings, Garner hotels will feature round-the-clock front desk services, thoughtfully designed lobbies conducive to relaxation, and the convenience of IHG Digital Check-in for seamless arrivals. The brand's dedication to guest satisfaction extends to the provision of flavored water upon arrival and a variety of delectable snacks available for purchase. Guests can indulge in complimentary breakfasts featuring a selection of sandwiches, egg bowls, yogurt parfaits, and fresh fruits.

For travelers accompanied by their furry companions, Garner Hotels will extend a warm welcome with pet-friendly amenities. These include welcome treats, loaner items, and outdoor relief stations, ensuring that all members of the family experience a comfortable stay.

Garner's entry into the market is scheduled for an initial franchise rollout in the United States by early September, with the first hotels set to open their doors before the close of 2023. IHG's ambitious vision for the brand encompasses the establishment of over 500 hotels within the U.S. over the next decade, further expanding to an impressive milestone of 1,000 hotels within the next two decades. This strategic initiative aligns with the projected growth of the midscale segment in the U.S., which is expected to surge from a current $14 billion market to a substantial $18 billion in hotel revenue by 2030.

As the hospitality industry continues to evolve, IHG's introduction of Garner proves its commitment to adapting to changing guest preferences and delivering exceptional value to owners. Garner - An IHG Hotel, is poised to become a cornerstone of the midscale market, offering a compelling blend of affordability, quality, and accessibility that is set to resonate with travelers across the globe.