IHG Hotels & Resorts has launched its new midscale conversion brand, Garner™ – an IHG Hotel. The brand aims to target guests wanting great value stays at high-quality properties, and owners seeking higher returns in the midscale segment. 

With a promise to deliver “easy-going stays that get you on your way”, the brand will offer an affordable price point while ensuring that guests receive the things they value most. 

As well as satisfying guests, IHG is seeking to respond to the needs of owners, who have fed back to the brand about their desire to work with a high-quality conversion brand at a lower price point. In addition to the benefit of accessing IHG’s global sales organization, strong low-cost distribution systems and lower procurement costs, owners have been promised a flexible approach to conversions. 

“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,” says Elie Maalouf, Chief Executive Officer, IHG Hotels & Resorts. “Owners are attracted to the benefits of IHG’s global scale, strong enterprise, technology platforms and leading IHG One Rewards programme, 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.” 

Jen Gribble, Senior Vice President, Global Marketing Mainstream Brands, IHG Hotels & Resorts, adds: “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.”

Garner will be ready to franchise in the US by early September 2023, with the first hotels expected to open by the end of 2023. With a goal to expand globally, IHG hopes for 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.