IHG aiming for 500 hotels under new midscale conversion brand Garner

InterContinental Hotels Group (IHG) has launched midscale conversion brand Garner, which is set to “expand globally” to over 500 hotels over the next decade.

Branded with the tagline ‘easy going stays that get you on our way’, Garner aims to deliver higher returns for owners in the midscale segment.

The brand is set to offer a lower price point and conversion cost per key than IHG's other upper midscale brand, Holiday Inn Express, and will be ready to franchise in the US by early next month.

IHG said it has received “more than 100 definitive expressions of interest in Garner”, which has promised comfortable bedding and a complimentary hot breakfast.

Garner hotels will also be equipped with a 24/7 front desk, an option for IHG digital check-in, guest-influenced playlists and pet-friendly amenities.

The launch of the brand was hinted at in IHG’s latest trading update, published earlier this month.

The decision to develop Garner arose from hotel owners requesting a high-quality conversion brand at a lower price point. IHG has said it will work with each owner and site to identify the extent of the renovation required and maintain Garner brand standards.

The first Garner hotels are expected to open towards the end of 2023. IHG revealed it has a goal to “expand globally”, with aims for the brand to reach an estate of “over 500 hotels over the next 10 years” and more than 1,000 hotels over the next two decades in the US alone.

Elie Maalouf, chief executive of IHG, said: “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.”