Everything for your anywhere: Garner hotels redefines affordable comfort in hospitality

Rhea-AI Summary

IHG Hotels & Resorts' new midscale brand, Garner Hotels, announces new openings in the U.S. and plans for global expansion. The brand focuses on affordable, reliable stays with top-notch service. Garner aims to open over 500 hotels in the U.S. in the next decade, catering to travelers' core needs at an affordable price point.

Insights

Market Research Analyst

The strategic expansion of IHG's new midscale brand, Garner hotels, into diverse markets such as Macon, Ga. and Oklahoma City, Okla., with further international ambitions, indicates a significant investment in the midscale segment. This move can be seen as a response to evolving consumer demand for quality, affordability and consistency in lodging options. From a market perspective, the brand's rapid growth and franchising opportunities in North America and plans for EMEAA regions suggest IHG's confidence in Garner's competitive positioning and scalability.

Garner's positioning in the midscale conversion space is noteworthy, as it taps into the existing infrastructure, potentially reducing capital expenditure and accelerating the growth trajectory. The brand's flexible approach to accommodate different spaces while maintaining a focus on guest needs aligns with current market trends where travelers seek personalized experiences without compromising on quality or price. This strategic direction could enhance IHG's market share and cater to a broader customer base, potentially impacting the company's long-term revenue streams.

Financial Analyst

The announcement of new openings and the planned expansion of Garner hotels signifies a potential increase in revenue streams for IHG. By targeting the midscale market, IHG is diversifying its portfolio, which could lead to a more robust financial position in the hospitality sector. The partnership with Axe Management Partners in Japan and the franchise availability in Mexico and Canada before the end of March are critical steps in securing a foothold in international markets.

The brand's aim to open more than 500 hotels in the U.S. over the next decade represents a substantial growth plan that could positively affect IHG's stock performance, contingent on successful execution and market reception. The focus on core guest needs and competitive pricing, coupled with the benefits of the IHG One Rewards program, may contribute to customer retention and higher occupancy rates, which are crucial metrics for investors to monitor. The introduction of promotions such as earning 3X bonus points could incentivize membership sign-ups and repeat stays, potentially leading to increased revenue per available room (RevPAR), a key performance indicator in the hotel industry.

Hospitality Industry Expert

The growth of IHG's Garner hotels within five months of its launch is a testament to the brand's market acceptance and the effectiveness of its development strategy. The focus on the 'everything for your anywhere' premise and the commitment to service quality at an affordable price point is a strategic move to capitalize on the growing demand for value-driven accommodations. Garner's unique selling propositions, such as the 'build-your-own' hot breakfast and daily cookie happy hour, are designed to enhance guest experience while distinguishing the brand from competitors.

The significance of the midscale conversion space where Garner is positioning itself cannot be overstated. This approach allows for quicker market entry and potentially lower operational costs compared to new constructions. By leveraging the reputation and operational expertise of IHG, Garner hotels are likely to gain traction quickly, creating a ripple effect across the competitive landscape. The conversion of existing properties to the Garner brand, especially with prominent operators like Champion Hotels, signals confidence in the brand's potential and could influence industry trends towards more conversions in the midscale sector.

IHG Hotels & Resorts' newest midscale conversion brand announces new openings and continues global expansion with a focus on reliable, relaxed stays

ATLANTA, Feb. 21, 2024 /PRNewswire/ -- IHG Hotels & Resorts (IHG), one of the world's leading hotel companies, welcomes guests to experience a relaxed and purposefully different stay – where quality meets affordability. Garner hotels – a new midscale brand made with character – reaches exciting growth milestones with two new U.S. openings in Macon, Ga., and Oklahoma City, Okla., as well as plans for global expansion now underway.

Garner is positioning itself as a leader in the midscale conversion space. Introduced in August 2023, Garner opened its first property last December in the Seattle suburb of Auburn, Wash. within three months of its on sale date. Since then, franchising availability has been announced for Mexico and Canada will be available by the end of March. Plans to expand across the EMEAA region (Europe, Middle East, Asia and Africa) are also underway with a recent LOI signing in Japan between IHG and Axe Management Partners to convert three hotels to the Garner brand in Osaka.

Karen Gilbride, VP, Garner hotels, said: "We took a flexible approach to Garner, which was to create a brand that could accommodate different spaces and still put travelers' needs first. To have our global expansion underway and three hotels open five months from launch – with both trusted, existing owners and those new to the IHG Hotels & Resorts family of brands – speaks to the vast potential and opportunity for the future growth plans we have set for Garner."

Garner's recent milestone openings and signings represent the latest progress in the brand's plan to open more than 500 hotels in the U.S. alone over the next decade. These properties include:

• Garner Hotel Macon West, operating under first-time IHG owner Sapphire 2021 LLC, opened at the end of 2023. The 63-room hotel is adjacent to Rhythm and Rally Sports and Events Center – the largest indoor pickleball facility in the world.
• Garner Hotel Oklahoma City – Quail Springs, operating under longtime owner Champion Hotels – the largest privately-owned hotel operator in the U.S., opened at the end of last month. The 68-room hotel is conveniently located near Quail Springs Mall, Lake Hefner, and Remington Park Racetrack and Casino Area.
• Garner also is quickly catching the eye of new and existing IHG owners, with recent signings in Topeka, Kans.; Provo, Utah; Brenham, Texas; Mahwah, N.J.; Dowell, Ill.; Gillette, Wyo.; and Clarksville, Tenn.

Each new opening will deliver Garner's 'everything for your anywhere' premise of prioritizing guests' core needs at an affordable price point with a commitment to top-notch service.

With a mission to provide all types of travelers with 'easy going stays that get you on your way,' guests will find just what they need when staying at a Garner hotel – from comfortable spaces to dependable amenities, including a warm reception, a good night's sleep, a build-your-own hot breakfast, 24/7 bean-to-cup coffee, and a daily cookie happy hour.

Guests can also enjoy all the perks of IHG One Rewards, IHG's industry-leading loyalty program, including the ability to earn and use points toward Rewards Nights and Milestone Rewards, including late check out, Food & Beverage Rewards and other unique redemption opportunities. Starting February 21, 2024 through February 29, 2024, members can pre-register to participate in the latest promotion to earn 3X bonus points at Garner hotels. Members will also be able to register, stay and earn 3X bonus points starting March 1, 2024 through May 31, 2024 at Garner hotels. To learn more, visit www.garnerhotels.com.

About IHG Hotels & Resorts: IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.

With a family of 19 hotel brands and IHG One Rewards, one of the world's largest hotel loyalty programmes, IHG has more than 6,300 open hotels in over 100 countries, and a development pipeline of over 2,000 properties.

• Luxury & Lifestyle: Six Senses Hotels Resorts Spas, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Vignette Collection, Kimpton Hotels & Restaurants, Hotel Indigo
• Premium: voco hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
• Essentials: Holiday Inn Express, Holiday Inn Hotels & Resorts, Garner hotels, avid hotels
• Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
• Exclusive Partners: Iberostar Beachfront Resorts

InterContinental Hotels Group PLC is the Group's holding company and is incorporated and registered in England and Wales. Approximately 345,000 people work across IHG's hotels and corporate offices globally.

Visit us online for more about our hotels and reservations and IHG One Rewards. To download the new IHG One Rewards app, visit the Apple App or Google Play stores.

For our latest news, visit our Newsroom and follow us on LinkedIn.

About Garner hotels: Garner hotels, IHG Hotels & Resorts' new midscale conversion brand, was designed for travelers seeking a reliable and relaxed accommodation, whether staying for business or leisure. With a promise to deliver 'easy going stays that get you on your way,' Garner provides the essentials that matter most to value-driven guests – convenient locations, a sound night's sleep and a 'Make it Yours' hot breakfast. Garner was created as a high-quality, midscale conversion brand at an affordable price point, and provides brand-defining hallmarks and welcoming guest experiences that appeal to a broad spectrum of locations and markets. The brand is currently available for franchising in the US and Mexico. To learn more about the Garner hotels brand, visit https://www.ihg.com/garner-hotels/hotels/us/en/reservation, and find us on social media: https://www.facebook.com/garnerhotels, https://twitter.com/garnerhotels, and https://www.instagram.com/garnerhotels.

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SOURCE IHG Hotels & Resorts

FAQ

What is the name of IHG Hotels & Resorts' new midscale conversion brand?

The name of IHG Hotels & Resorts' new midscale conversion brand is Garner Hotels.

Where are the two new U.S. openings of Garner Hotels located?

The two new U.S. openings of Garner Hotels are located in Macon, Ga., and Oklahoma City, Okla.

What is Garner's plan for global expansion?

Garner plans to expand globally, with franchising availability announced for Mexico and Canada by the end of March, and plans to expand across the EMEAA region.

What is the mission of Garner Hotels for travelers?

Garner Hotels aims to provide all types of travelers with 'easy going stays that get you on your way,' focusing on comfortable spaces, dependable amenities, and top-notch service.

What loyalty program does Garner Hotels offer to guests?

Garner Hotels offers guests the IHG One Rewards loyalty program, allowing members to earn and use points toward Rewards Nights, Milestone Rewards, Food & Beverage Rewards, and other unique redemption opportunities.