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IHG has announced the launch of its new midscale conversion brand Garner, which will be the choice for guests wanting “great value stays at high-quality properties”, and for owners of hotels seeking higher returns in the midscale segment.
Garner will be ready to franchise initially in the US by early September, with the first hotels expected to open by the end of 2023.
With a goal to expand globally, IHG expects the brand to reach an estate of over 500 hotels over the next 10 years and 1,000 hotels over the next 20 years in the US alone.
The midscale segment in the US represents a $14bn (£10.9bn) market today that is set to reach $18bn (£14.2bn) in hotel revenue by 2030.
According to the hotel group, Garner has been designed for value-driven travellers of all ages who want a reliable and relaxed experience.
IHG said the move comes as many owners have expressed to the group their desire to work with a high-quality conversion brand at a lower price point, which led to the development of Garner based on their feedback and insight.
Elie Maalouf, CEO of IHG Hotels and Resorts, said: “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.
“We have already received more than 100 definitive expressions of interest in Garner, which demonstrates the strong potential in the segment.”
According to IHG, it will work with each owner and property site to evaluate the level of renovation required, while still providing Garner’s brand-defining hallmarks and experience.
Jen Gribble, SVP of global marketing mainstream brands at IHG, added: “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, our style is refreshingly approachable which appeals to all types of guests.”
