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 corporations, immediately launched its new midscale conversion brand, Garner – an IHG Hotel. The brand would be the main selection for visitors wanting nice worth stays at high-quality properties, and for house owners searching 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 need a dependable and relaxed expertise. The brand will supply an reasonably priced value level alongside the issues that visitors worth most, akin to a handy location, a sound night time’s sleep, and an excellent, complimentary scorching breakfast – all at a top quality and value that’s presently exhausting 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 lower cost level, and IHG has developed Garner primarily based on their suggestions and perception. In addition to the advantage of accessing IHG’s world gross sales group, sturdy low-cost distribution methods and decrease procurement prices, house owners will worth the brand’s versatile strategy to conversions. IHG will work with every proprietor and property web site to guage 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 lodges. Whether they need suggestions from a neighborhood or simply wish to get settled quick, the brand will ship the weather for an excellent keep, together with a pleasant entrance desk staff that’s accessible 24/7, lobbies which can be designed to assist visitors 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 contemporary espresso to satisfying snacks accessible all day within the Garner Shop, visitors received’t ever be removed from one thing tasty. An at all times free and scrumptious ‘Make It Yours’ scorching breakfast features a build-your-own protein-packed meal, with decisions 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 lodges, no two lodges 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 visitors’ journeys. You can discover guest-influenced playlists, snacks and drinks; versatile foyer designs; pet-friendly touches akin to welcome treats, loaner objects and outside 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 lower cost level and conversion price per key than Holiday Inn Express, and can complement IHG’s new-build midscale brand, avid lodges, because the give attention to accelerating progress within the phase continues.
Garner shall be able to franchise initially within the US by early September, with the primary lodges anticipated to open by the top of 2023. With a purpose to increase globally, IHG expects the brand to achieve an property of over 500 lodges over the subsequent 10 years and 1,000 lodges over the subsequent 20 years within the US alone. The midscale phase within the US represents a $14 billion market immediately that’s set to achieve $18 billion in hotel income by 2030.
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