IHG is looking to garner some attention.
The company has announced the name of its new midscale conversion brand, Garner – an IHG Hotel, which comes after CEO Elie Maalouf hinted at the new brand during the company’s H1 2023 earnings results, stating that 100 hotels and their owners had already expressed interest in the brand.
Garner-branded hotels will be located at convenient locations and will offer an affordable price point, the company said, along with a complimentary hot breakfast. The brand will be ready to franchise initially in the U.S. by early September, with the first set of hotels set to open by the end of the year.
IHG plans to grow the brand globally and aims at a count of 500 properties in 10 years and 1,000 properties in the next 20 years in the U.S. alone.
The company has not disclosed details of any hotel signings or locations where the first set of hotels will open.
IHG has established its name in the upper-midscale segment with the success of its Holiday Inn Express and Holiday Inn brands. Garner will have a lower price point and conversion cost per key than Holiday Inn Express, IHG said, and will complement avid hotels, IHG’s new-build midscale brand.
The midscale brand in the U.S. represents a $14 billion market currently and is poised to reach $18 billion in hotel revenue by 2030.
Garner is the next step forward to transform IHG’s brand portfolio, Maalouf said.
“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,” he said.
Insight and feedback from owners looking for “a high-quality conversion brand at an affordable price range,” prompted IHG to create Garner.
While every hotel will be unique in character, IHG said, all properties will feature guest-influenced music playlists and flexible lobby designs, along with pet-friendly touches such as welcome treats, loaner items and outdoor relief spaces.
In addition to having access to IHG’s global sales organization, low-cost distribution systems and lower procurement costs, hotel owners will value Garner’s flexible approach to conversions. IHG will work with every owner and property site to assess how much renovation will be required while offering Garner’s hallmarks and experience.
“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,” said Jen Gribble, SVP, global marketing mainstream brands, IHG Hotels & Resorts.
The launch of Garner comes on the heels of other recent high-profile new brand launches from Hilton, Marriott and Hyatt.