IHG’s Garner Hotels Poised For Growth Eyes 500 Hotels in Next Decade

Wednesday, April 17, 2024

IHG Hotels & Resorts (IHG) continues to expand its latest midscale conversion brand, Garner hotels, now extending its presence across IHG’s Europe, Middle East, Asia & Africa (EMEAA) region. This achievement signals significant progress towards Garner’s ambitious target of surpassing 500 hotels within the next decade, and reaching 1,000 hotels within the next 20 years.

Building on this momentum, IHG recently disclosed a significant partnership at the International Hospitality Investment Forum (IHIF) in Berlin. This long-term agreement with NOVUM Hospitality, one of Germany’s premier private hotel operators, will introduce 56 existing and forthcoming Garner hotels to the German market.

Garner hotels are crafted to provide owners with adaptable opportunities and robust returns, while ensuring guests receive a top-notch, distinctive experience at an exceptional value. With three operational properties already in place and a pipeline boasting 14 upcoming hotels worldwide, Garner is making waves, including in the US where the inaugural Garner property opened less than three months after the brand’s launch. Additionally, plans are underway for three properties in Osaka, Japan, scheduled to debut 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 is garnering heightened attention as an innovative midscale conversion brand, renowned for its unwavering dedication to offering guests distinct experiences and for being the preferred choice for owners seeking flexibility and enhanced returns in the segment.

Reflecting the brand’s core values, each Garner property is poised to deliver the essential elements guests cherish most – prime location, restful nights, and complimentary Wi-Fi – all at an unbeatable price. From sumptuous breakfast spreads to warm welcomes upon arrival, from freshly brewed lobby coffee to round-the-clock snacks at the Garner Shop, guests are never far from delightful indulgences.

The allure of conversion opportunities is on the rise, evidenced by over 50% of IHG’s EMEAA openings last year being conversion deals. This strategic focus aligns with the growing trend among owners to maximize returns on investments by swiftly transitioning to operational status, thereby curbing pre-opening expenses. Moreover, owners stand to gain from expedited access to IHG’s suite of resources, including its digital prowess, expansive global sales network, and acclaimed distribution systems, along with the benefits of the IHG One Rewards loyalty program.

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