IHG Hotels & Resorts launches new midscale conversion brand

The brand will be the leading choice for guests wanting great value stays at high-quality properties, and for owners seeking higher returns in the midscale segment.

With a promise to deliver "easygoing stays that get you on your way," Garner is designed for value-driven travellers of all ages who want a reliable and relaxed experience. The brand will offer an affordable price point alongside the things that guests value most, such as a convenient location, a sound night's sleep and a great, complimentary hot breakfast—all at a quality and price that's currently hard to find in the market.

"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. 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,” says Elie Maalouf, chief executive officer, IHG Hotels & Resorts.

Many owners have expressed their desire to work with a high-quality conversion brand at a lower price point, and IHG says it developed Garner based on their feedback and insight. In addition to accessing IHG's global sales organization, strong low-cost distribution systems and lower procurement costs, IHG 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.

Guests can set the pace for their time at Garner hotels. Whether they want tips from a local or just want to get settled fast, the brand will deliver the elements for a great stay, including a front desk team that's available 24/7, lobbies that are designed to help guests unwind and IHG Digital Check-in for quick and efficient arrivals.

Garner will be ready to franchise initially in the U.S. 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 U.S. alone. The midscale segment in the U.S. represents a $14 billion market today that is set to reach $18 billion in hotel revenue by 2030.*

*Pipeline and portfolio data as of Q2 2023