In a move poised to redefine the midscale hotel segment, IHG Hotels & Resorts (IHG) unveiled Garner™ – an IHG Hotel. Targeted at providing high-quality accommodations at exceptional value, Garner focuses on bridging the current gap in the market for value-driven travelers.
The brand’s tagline, ‘easy going stays that get you on your way,’ mirrors its mission. Garner seeks to cater to a wide demographic spectrum, ensuring that guests receive top-notch amenities, such as a restful sleep, exemplary locations, and complimentary hot breakfast, all at an unmatched price point.
Elie Maalouf, CEO of IHG Hotels & Resorts, expressed his enthusiasm, saying, “Garner marks an innovative step in evolving our brand catalogue. With over 100 expressions of interest already, the midscale market has shown considerable excitement and promise.” He added that owners are especially keen on leveraging the strengths of IHG, from its unparalleled global reach to its robust technological platforms.
Feedback-driven, IHG developed Garner based on insights from hotel owners who sought a quality conversion brand at an economical price. Apart from capitalizing on IHG’s global sales and distribution efficiencies, Garner offers a flexible approach to conversions. Each property’s level of renovation will be individually assessed, maintaining the signature Garner experience.
Jen Gribble, SVP of Global Marketing Mainstream Brands at IHG, emphasized, “Garner fills a glaring void in the midscale sector. While we promise the essentials, our delivery stands apart. The approachability of our brand, right from our hospitable team to the lobby ambiance, resonates with a diverse set of guests.”
Some of Garner’s standout features include:
- Guest-centricity: Whether it’s seeking local recommendations or efficient check-ins, Garner’s dedicated 24/7 front desk team and digital facilities ensure guest convenience.
- Gastronomic Delights: From infused water upon arrival to an array of snacks, guests will be treated to a culinary palette. The complimentary ‘Make It Yours’ breakfast offers custom protein-rich meals, ranging from egg bowls to yogurt parfaits.
- Distinct yet Consistent: While every Garner hotel will boast its unique character, the commitment to top-tier service remains unwavering. This includes guest-curated playlists, an array of snacks and drinks, pet-friendly amenities, and versatile lobby designs.
With iconic brands like Holiday Inn Express and Holiday Inn, IHG’s prowess in the upper midscale segment is well recognized. Garner, priced below Holiday Inn Express, is set to bolster IHG’s portfolio, complementing the new-build midscale brand, avid hotels.
Set to franchise in the US by September, the first Garner hotels are anticipated by 2023’s close. With ambitious expansion plans, IHG envisions over 500 hotels within a decade and 1,000 in two decades, focusing primarily on the US. The midscale sector, currently valued at $14 billion, is forecasted to grow to $18 billion by 2030.
