IHG is expanding their brand portfolio with their new midscale conversion brand called Garner. The new brand will target hotel owners looking to convert their existing properties while providing the guest with an affordable price point as well as a comfortable and relaxing stay. The brand will allow IHG to step into the growing midscale segment brands. According to IHG the midscale segment in the United States alone is valued at $14 billion.
A Growing Hotel Segment
IHG is looking to capitalize on the growing midscale longer stay segment. Hilton has launched Project H3, Hyatt with Hyatt Studios, Marriott with Midex Studios and Windham with Echo Suites. As with the other hotel companies IHG’s Garner brand will offer comfortable amenities such as a complimentary hot breakfast, digital room key and a flexible lobby with pet friendly touches’ including welcome treats and pet relief areas. Rooms will feature a large bed, large bathroom and space to get work done. Garner properties will be ready for franchising September 2023. IHG looks to expand the Garner brand to over 500 hotels worldwide in the next ten years. Guests can find more about the Garner Midscale Conversion Brand on IHG’s dedicated website.
