Less than three months after announcing Garner, its latest midscale conversion brand, IHG Hotels & Resorts announced the brand’s debut in Auburn, Wash.
In August, IHG unveiled its 19th brand and said the first set of hotels were likely to open by the end of this year. At the company’s H1 2023 earnings call, CEO Elie Maalouf hinted at the new brand and mentioned that 100 hotels and their owners had already expressed interest in the brand.
The debut of Garner hotels within three months of its announcement reflects the interest of owners to become part of the transformational conversion offering in the midscale segment, said Jolyon Bulley, CEO – Americas, IHG Hotels & Resorts.
The 95-room Garner Auburn — Seattle is located in the Seattle suburb of Auburn, Wash. The hotel is owned and managed by S1 Hospitality Management, a locally-based, full-service hotel and franchise management company. This is S1 Hospitality’s first property within the IHG brand family.
Garner Auburn — Seattle offers rooms at an affordable price point and the brand’s signature elements, such as the “Make it Yours” breakfast bar, flavor-infused water on check-in and a cookie “happy hour.”
“We’re honored to collaborate with IHG to introduce the first Garner hotel to the Auburn community and the world. The Garner brand is an ideal fit to capitalize on the growing potential in the midscale market, and we have no doubt this hotel will become both a leading choice for guests seeking a high-quality stay and a blueprint for future owners wanting a flexible conversion option,” said Andy Cho, president, S1 Hospitality Management.
The opening of Garner Auburn — Seattle is the first of many planned in the next few months. Garner is looking to expand worldwide in 2024 and expects to have a portfolio of over 500 hotels in the next 10 years and 1,000 properties across the U.S. alone in the next 20 years.
As more Garner hotels open, owners can get faster access to IHG’s enterprise, revenue-generating systems and distribution channels.
IHG has already established its success in the upper-midscale segment with its Holiday Inn Express and Holiday Inn brands. Garner will offer a lower price point and conversion cost per key than Holiday Inn Express and complement avid hotels, IHG’s new-build midscale brand, IHG had said earlier.
IHG had said it would work with every hotel owner and property site to understand how much refurbishment would be needed while offering Garner’s experiences and hallmarks.
While every Garner hotel will be unique in character, all properties will offer guest-influenced music playlists and flexible lobby designs, along with pet-friendly touches such as welcome treats, loaner items and outdoor relief spaces.