IHG Hotels & Resorts has launched its new midscale conversion brand, Garner. The brand is aimed at guests wanting great value stays at high-quality properties, and for owners seeking higher returns in the midscale segment.
With a promise to deliver “easy-going stays that get you on your way,” Garner is designed for value-driven travellers of all ages who want a reliable and relaxed experience. The brand will 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 – all at a quality and price that IHG says is currently hard to find in the market.
“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,” says IHG Hotels & Resorts CEO Elie Maalouf.
Key brand features and hallmarks include:
• Get comfortable for your stay: Guests can set the pace for their time at Garner hotels. Whether they want tips from a local or just want to get settled fast, the brand will deliver the elements for a great stay, including a friendly front desk team that’s available 24/7, lobbies that are designed to help guests unwind and IHG Digital Check-in for quick and efficient arrivals.
• Good stuff to keep you going: From complimentary flavour-infused water on arrival and fresh coffee to snacks available all day in the Garner Shop, guests won’t ever be far from something tasty. An included ‘Make It Yours’ hot breakfast features a build-your-own protein-packed meal, with choices like sandwiches, egg bowls, yogurt parfait, fruit, and more.
• Flexible conversions, consistent quality: No two hotels are exactly alike – they are made with character. But what is the same is a commitment to consistent, top-notch service that supports all guests’ journeys. Features include guest-influenced playlists, snacks, and drinks; flexible lobby designs; pet-friendly touches such as welcome treats, loaner items, and outdoor relief stations.
Over the decades, IHG has built a strong position in the upper midscale segment with names such as Holiday Inn Express – the world’s largest hotel brand – and Holiday Inn. To extend its leadership, Garner arrives at a lower price point than Holiday Inn Express, and will complement IHG’s new-build midscale brand, avid hotels, as the focus on accelerating growth in the segment continues.
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.