IHG Expanding Garner Hotels Midscale Conversion Brand to More Countries

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(17/04/24)
 Garner hotels, IHG’s newest midscale conversion
brand, is now available across the Europe, Middle East, Asia and
Africa (EMEAA) region.

Garner was launched in August 2023 with the
brand’s very first hotel, the 95-room Garner Auburn – Seattle,
opening in December 2023.

There are now three Garner hotels in operation and
the company has signed a LOI with Axe
Management Partners for three hotels in Osaka, Japan, as well as a
long-term agreement with Novum Hospitality to open and pipeline 56
Garner hotels in Germany.

Room at the Garner Auburn hotel in Seattle, USA

IHG expects the brand to reach a global portfolio
of over 500 hotels over the next 10 years and 1,000 hotels over
the next 20 years.

“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, said Kenneth Macpherson, CEO EMEAA, IHG. “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.”

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.

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