IHG Hotels & Resorts launches new midscale conversion brand Garner™– an IHG hotel

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IHG Hotels & Resorts (IHG), one of many world’s main hotel firms, right now launched its new midscale conversion brand, Garner – an IHG Hotel. The brand would be the main alternative for friends wanting nice worth stays at high-quality properties, and for house owners looking for greater returns within the midscale phase.

With a promise to ship ‘easy going stays that get you on your way,’ Garner is designed for value-driven travellers of all ages who desire a dependable and relaxed expertise. The brand will provide an inexpensive value level alongside the issues that friends worth most, equivalent to a handy location, a sound evening’s sleep, and an amazing, complimentary sizzling breakfast – all at a top quality and value that’s at the moment onerous to search out available in the market.

Elie Maalouf, Chief Executive Officer, IHG Hotels & Resorts, mentioned:“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.”

Many house owners have expressed their want to work with a high-quality conversion brand at a cheaper price level, and IHG has developed Garner based mostly on their suggestions and perception. In addition to the advantage of accessing IHG’s international gross sales group, sturdy low-cost distribution programs and decrease procurement prices, house owners will worth the brand’s versatile method to conversions. IHG will work with every proprietor and property web site to judge the extent of renovation required, whereas nonetheless offering Garner’s brand-defining hallmarks and expertise.

Jen Gribble, SVP, Global Marketing Mainstream Brands, IHG Hotels & Resorts, mentioned:“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.”

Key brand options and hallmarks embrace:

• Get snug to your keep: Guests can set the tempo for his or her time at Garner motels. Whether they need ideas from an area or simply wish to get settled quick, the brand will ship the weather for an amazing keep, together with a pleasant entrance desk staff that’s obtainable 24/7, lobbies which are designed to assist friends unwind and IHG Digital Check-in for fast and environment friendly arrivals.
• Good stuff to maintain you going: From complimentary flavour-infused water on arrival and recent espresso to satisfying snacks obtainable all day within the Garner Shop, friends received’t ever be removed from one thing tasty. An all the time free and scrumptious ‘Make It Yours’ sizzling breakfast features a build-your-own protein-packed meal, with selections like sandwiches, egg bowls, yogurt parfait, fruit, and extra.
• Flexible conversions, constant high quality: Just just like the individuals who work and keep at Garner motels, no two motels are precisely alike – they’re made with character. But what’s the identical is a dedication to constant, top-notch service that helps all of our friends’ journeys. You can discover guest-influenced playlists, snacks and drinks; versatile foyer designs; pet-friendly touches equivalent to welcome treats, loaner gadgets and out of doors aid stations.

Over the a long time, IHG has constructed an industry-leading place within the higher midscale phase with its iconic manufacturers Holiday Inn Express – the world’s largest hotel brand – and Holiday Inn – essentially the most trusted hospitality brand within the US. To lengthen its management, Garner arrives at a cheaper price level and conversion price per key than Holiday Inn Express, and can complement IHG’s new-build midscale brand, avid motels, because the give attention to accelerating progress within the phase continues.

Garner can be able to franchise initially within the US by early September, with the primary motels anticipated to open by the tip of 2023. With a purpose to increase globally, IHG expects the brand to succeed in an property of over 500 motels over the following 10 years and 1,000 motels over the following 20 years within the US alone. The midscale phase within the US represents a $14 billion market right now that’s set to succeed in $18 billion in hotel income by 2030.

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