Garner - an IHG Hotel exterior rendering. (Photo Credit: IHG Hotels & Resorts)
IHG Hotels & Resorts is expanding with the launch of a new midscale conversion brand, Garner - an IHG Hotel.
Garner will target value-driven travelers of all ages who want a reliable and relaxed experience away from home. The brand is promising an affordable price point in addition to a convenient location, a good night's rest and a complimentary hot breakfast.
Highlights will include a front desk team that's available 24/7, lobbies designed to help guests unwind and IHG Digital Check-In as well as complimentary flavor-infused water on arrival and fresh coffee, free breakfast items such as sandwiches, egg bowls, yogurt parfait and fruit, a Garner Shop serving snacks all day, guest-influenced playlists and pet-friendly touches like welcome treats, loaner items and outdoor relief stations.
"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," IHG Hotels & Resorts CEO Elie Maalouf said in a statement.
"Owners are attracted to the benefits of IHG's global scale, strong enterprise, technology platforms and leading IHG One Rewards program, 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."
Garner - an IHG Hotel guest room. (Photo Credit: IHG Hotels & Resorts)
"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," added Jen Gribble, SVP, Global Marketing Mainstream Brands, IHG Hotels & Resorts.
"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."
The new brand will be ready to franchise in the U.S. by early September, with the first hotels expected to open by the end of 2023. IHG expects Garner to reach an estate of more than 500 hotels over the next 10 years and 1,000 hotels over the next 20 years in the U.S. alone, though it does aim to expand globally.
According to the hotel giant, the midscale segment in the U.S. represents a $14 billion market that is set to reach $18 billion in hotel revenue by 2030.
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