IHG launches midscale conversion brand

US: Hotel company IHG Hotels & Resorts will launch its midscale conversion brand Garner in early September initially in the US.

Garner has been designed for “value driven travellers of all ages”. Key brand features include:

• IHG digital check-in supported by a 24/7 front desk team

• Complimentary infused water on arrival 

• Coffee and snacks served at the Garner Shop

• Complimentary hot breakfast

Additional details include guest-influenced playlists, pet-friendly touches, and flexible lobby designs.  

IHG will work with owners to renovate each property. Garner will launch at a lower price point and conversion cost per key than Holiday Inn Express and will complement IHG’s new-build midscale brand Avid Hotels.

Garner will be ready to franchise initially in the US with the first hotels expected to open by the end of 2023. IHG expects to reach a portfolio of 500 hotels over the next 10 years and 1,000 hotels over the next 20 years in the US. The brand will also be rolled out worldwide.

Elie Maalouf, CEO, IHG Hotels & Resorts, said: “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.

“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,” he added.

Jen Gribble, SVP, global marketing mainstream brands, IHG Hotels & Resorts, said: “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. 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.”

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