IHG Hotels & Resorts (IHG) continues the growth of its newest midscale conversion brand Garner hotels, which is now available across IHG’s Europe, Middle East, Asia & Africa (EMEAA) region. This marks another milestone towards Garner reaching its goal of more than 500 hotels in the next 10 years, and 1,000 hotels over the next 20 years.
This follows IHG’s announcement at the International Hospitality Investment Forum (IHIF) in Berlin, of a long-term agreement with NOVUM Hospitality, one of Germany’s largest private hotel operators, to bring 56 open and pipeline Garner hotels to the country.
Garner is designed to offer owners flexibility and strong returns, while offering guests a high quality, distinct experience at a price that’s hard to find. The brand already has three open properties and 14 hotels in its global pipeline, including in the US – where the first Garner property opened less than three months after the brand’s launch – and Japan, where plans were announced for three properties in Osaka, set to open in the second 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 attracting increased attention as a new, flexible, high quality midscale conversion brand, thanks to its unrivalled commitment to provide guests with purposefully different experiences, and its desire to be the preferred brand for owners seeking flexibility and higher returns from the segment.
Embodying the brand’s ethos, each Garner property will deliver the all-important things guests value most – a convenient location, a sound night’s sleep, and free Wi-Fi – all at a price that’s hard to find. From a delicious breakfast, a refreshing welcome moment on arrival, fresh coffee in the lobby, to satisfying snacks available 24/7 in the Garner Shop, guests won’t ever be far from something tasty to keep them going.
Interest in conversion opportunities continues to grow with more than 50% of IHG’s openings across EMEAA last year being conversion deals. This focus comes as more owners seek stronger returns on investments with the ability to reduce pre-opening costs by quickly moving to operational and now-open status. They also benefit from quicker access to IHG’s enterprise, including its digital capabilities, global sales organisation, and award-winning distribution systems and loyalty programme, IHG One Rewards.
