After Vignette Collection positioned on luxury, IHG Hotels & Resorts has introduced a new midscale conversion brand, Garner™ - an IHG Hotel. This franchise-ready brand is set to launch in early September.
This midscale conversion brand is positioned to be a prime choice for value-conscious travellers seeking quality stays. At the same time, it addresses the aspirations of property owners for improved returns within the midscale segment.
Emphasizing the promise of "easy going stays that get you on your way," Garner™ caters to a diverse range of value-driven travelers. This brand assures a reliable and relaxed experience, marked by an affordable price point and key essentials such as convenient locations, restful sleep, and a satisfying complimentary hot breakfast – a rare combination of quality and affordability in the current market.
Elie Maalouf, CEO of IHG Hotels & Resorts, notes, “Garner™ marks a significant stride in reshaping our brand portfolio, bringing to the midscale market a brand that both owners and guests desire from IHG. The strong response with over 100 definitive expressions of interest underscores the segment's potential.”
IHG has responded to property owners' preferences for a premium conversion brand at a budget-friendly level by crafting Garner™ based on their insights. This brand leverages IHG’s global sales network, cost-effective distribution systems, and streamlined procurement. Its adaptable conversion approach ensures a balance between necessary renovations and maintaining Garner™'s unique characteristics and guest experience.
Jen Gribble, SVP of Global Marketing for Mainstream Brands at IHG Hotels & Resorts, explains, “Garner™ addresses the gap in the midscale space. The brand fulfills expected standards while offering a refreshing approach – from our welcoming team to inviting lobby designs.”
IHG's established position in the upper midscale sector via brands like Holiday Inn Express and Holiday Inn is further solidified by the introduction of Garner™. Positioned at a lower price point and conversion cost per key than Holiday Inn Express, Garner™ complements IHG's new-build midscale brand, avid hotels.
Anticipated to be franchisable in the US by early September, Garner™ is set to open its initial hotels by the close of 2023. IHG envisions global expansion, projecting over 500 hotels in the next decade and more than 1,000 within the next 20 years in the US alone. The US midscale segment's revenue, currently at $14 billion, is projected to reach $18 billion by 2030.