IHG Hotels & Resorts has launched its new midscale conversion brand, Garner – an IHG Hotel.
“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,” said Elie Maalouf, CEO, IHG Hotels & Resorts, who had revealed that the company would be launching a new brand during its Q2 results announcement. “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.”
IHG developed Garner based on the feedback and insight of owners looking for hotels in the category.
“Garner will give owners and guests what they’ve been missing in the midscale space,” said Jen Gribble, SVP, global marketing mainstream brands, IHG Hotels & Resorts. “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 decor, our style is refreshingly approachable and appeals to all types of guests.”
Brand amenities will include the Garner Shop for snacks and beverages, a ‘Make It Yours’ hot breakfast, guest-influenced playlists, pet-friendly touches such as welcome treats, loaner items and outdoor relief stations.
Garner will be ready to franchise initially in the U.S. by early September, with the first hotels expected to open by the end of the year. With a goal to expand globally, IHG expects the brand 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.
