IHG Teams Up with NOVUM for 56 Garner Hotels in Germany

Wednesday, April 17, 2024

IHG Hotels & Resorts (IHG) is expanding its latest midscale conversion brand, Garner hotels, throughout IHG’s Europe, Middle East, Asia & Africa (EMEAA) region. This move is a significant step toward Garner’s target of surpassing 500 hotels within the next decade and reaching 1,000 hotels in the next 20 years.

This progress comes after IHG’s recent announcement at the International Hospitality Investment Forum (IHIF) in Berlin regarding a long-term agreement with NOVUM Hospitality, one of Germany’s largest private hotel operators, to introduce 56 existing and upcoming Garner hotels to the country.

Garner aims to provide owners with flexibility and substantial returns while delivering guests a top-notch, unique experience at an affordable price point. The brand currently boasts three operational properties and has 14 hotels in its global pipeline, including ventures in the US – where the inaugural Garner property debuted less than three months after the brand’s launch – and Japan, where plans are underway for three properties in Osaka, slated to open in the latter half of this year.

Speaking at IHIF in Berlin, Germany, Kenneth Macpherson, Chief Executive Officer, Europe, Middle East, Asia & Africa, said: “We are delighted to be bringing Garner to our Europe, Middle East, Asia & Africa region. We’re having many positive conversations with new and existing owners and following landmark deals in Japan and Germany we’re confident it will be a great fit for those seeking a brand that matches quality with affordability, backed by IHG’s powerful enterprise.

“By introducing Garner to markets across EMEAA, we’re offering owners an attractive new option in the midscale segment, while driving incremental growth as we continue to build and leverage the strong and established footprint of our highly differentiated brand portfolio.”

Garner has been gaining increased attention as a fresh, adaptable, and top-tier mid-scale conversion brand, owing to its unparalleled dedication to offering guests distinct experiences and its aspiration to become the preferred choice for owners aiming for flexibility and higher profits in this segment.

Echoing the essence of the brand, every Garner property promises to deliver what guests cherish most – a prime location, a restful night’s sleep, and complimentary Wi-Fi – all at an unbeatable price. Whether it’s a delightful breakfast, a warm welcome upon arrival, freshly brewed coffee in the lobby, or round-the-clock tasty snacks at the Garner Shop, guests will always find something delicious to enjoy.

The interest in conversion opportunities is on the rise, with over half of IHG’s openings in EMEAA last year being conversion deals. This shift reflects the growing number of owners looking for better returns on their investments, with the added advantage of reducing pre-opening expenses by swiftly transitioning to operational status. Additionally, they gain expedited access to IHG’s extensive resources, including its digital capabilities, global sales network, and acclaimed distribution systems, along with the IHG One Rewards loyalty program.

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