IHG Hotels & Resorts (IHG) continues the growth of its newest midscale conversion brand Garner hotels, which is now available across Europe, the Middle East, Asia & Africa (EMEAA) region.
At the International Hospitality Investment Forum (IHIF) in Berlin, IHG announced a long-term agreement with NOVUM Hospitality, one of Germany’s largest private hotel operators, to bring 56 open and pipeline Garner hotels to the country.
With this announcement, Garner is closer to reaching its goal of more than 500 hotels in the next 10 years, and 1,000 hotels over the next 20 years.
Garner Hotels is crafted to provide hotel owners with flexibility and substantial returns, while offering guests a unique and high-quality experience at a competitive price. The brand boasts three operational properties and an impressive pipeline of 14 hotels globally, including new developments in the U.S. and Japan. Notably, the brand’s expansion into Osaka, Japan, features three upcoming properties set to launch in the latter half of this year.
The appeal of Garner Hotels lies in its commitment to delivering distinct and purposeful guest experiences, making it a top choice for owners looking for profitable and flexible investment opportunities in the midscale hotel segment. Each property is strategically designed to focus on what guests value most: prime location, excellent sleep quality, and complimentary Wi-Fi, all at an unbeatable price.
Guests at Garner Hotels can enjoy various amenities that enhance their stay, such as a tasty breakfast, a welcoming gesture upon arrival, freshly brewed coffee in the lobby, and around-the-clock access to snacks in the Garner Shop. These features ensure a comfortable and convenient experience for all guests.
The trend towards hotel conversions is gaining momentum, with over 50% of IHG’s new openings in the EMEAA region last year involving conversions. This strategy allows owners to maximize their returns on investment by reducing pre-opening expenses and rapidly transitioning to operational status. Additionally, hotel owners benefit from immediate integration into IHG’s extensive network, including its digital tools, global sales team, and the acclaimed IHG One Rewards loyalty program.
Speaking at IHIF in Berlin, Germany, Kenneth Macpherson, Chief Executive Officer, Europe, Middle East, Asia & Africa, said: “We are delighted to be bringing Garner to our Europe, Middle East, Asia & Africa region. We’re having many positive conversations with new and existing owners and following landmark deals in Japan and Germany we’re confident it will be a great fit for those seeking a brand that matches quality with affordability, backed by IHG’s powerful enterprise.
“By introducing Garner to markets across EMEAA, we’re offering owners an attractive new option in the midscale segment, while driving incremental growth as we continue to build and leverage the strong and established footprint of our highly differentiated brand portfolio.”
