IHG Expands Garner Hotels Brand Across EMEAA Region, Paving the Way for Affordable Luxury

In the ever-evolving world of hospitality, one brand is making waves and redefining the midscale segment. Garner Hotels, the innovative midscale conversion brand from IHG Hotels & Resorts, is setting new standards across the Europe, Middle East, Asia & Africa (EMEAA) region. With a vision to surpass 500 hotels within the next decade and 1,000 within the next 20 years, Garner is not just a brand—it's a beacon of affordability, quality, and adaptability in the hospitality industry. 

At the recent International Hospitality Investment Forum (IHIF) in Berlin, IHG made a groundbreaking announcement: a long-term partnership with NOVUM Hospitality, a leading private hotel operator in Germany. This partnership is slated to bring an impressive 56 open and pipeline Garner hotels to Germany, marking a significant milestone in Garner's ambitious expansion plans. 

Garner Hotels represents a unique proposition in the midscale segment, catering to both owners and guests with its flexible and lucrative offerings. For owners, Garner promises robust returns and flexibility, leveraging IHG's extensive enterprise to drive growth and profitability. Meanwhile, for guests, Garner delivers a high-quality, distinct experience at an unbeatable price point, making it a standout choice in the market. 

The brand's rapid growth is evident with three properties already open and an additional 14 in its global pipeline. Garner's swift debut in the United States, within three months of its launch, underscores its agility and market appeal. Plans for three properties in Osaka, Japan, slated to open later this year further solidify Garner's presence in diverse markets. 

Kenneth Macpherson, Chief Executive Officer of IHG's Europe, Middle East, Asia & Africa division, expressed his excitement for Garner's expansion, emphasizing its alignment with market demands and its potential to complement IHG's existing brand portfolio. 

What sets Garner apart is its unwavering commitment to providing purposefully different experiences to guests. Each property embodies the brand's ethos by offering convenience, comfort, and connectivity—all at an exceptional value. From prime locations and restful accommodations to complimentary Wi-Fi and delightful culinary offerings, Garner ensures that guests' needs are not just met but exceeded. 

The growing interest in conversion opportunities reflects the brand's appeal to owners seeking strong returns on their investments. With over 50% of IHG's openings in the EMEAA region attributed to conversion deals last year, Garner has emerged as a preferred choice for owners looking to leverage IHG's robust enterprise and tap into its global network. 

As the hospitality landscape continues to evolve, Garner Hotels stands at the forefront, reshaping the midscale hospitality landscape. With its winning combination of affordability, quality, and flexibility, Garner promises to make a lasting impact on the industry, inviting guests to embrace a new era of hospitality—one that's refreshingly different and undeniably delightful.

Wed Apr 17, 2024