IHG Hotels & Resorts has launched a new midscale conversion brand, Garner – an IHG Hotel. The brand promise is “easy going stays that get you on your way.” According to an announcement, the brand will offer an affordable price point alongside “the things that guests value most,” such as a convenient location, a sound night’s sleep, and a complimentary hot breakfast — all at a quality and price that are currently hard to find in the market.

According to the company, many hotel owners have expressed their desire to work with a high-quality conversion brand at a lower price point, and IHG has developed Garner based on their feedback and insight.

Among the brand’s features are: lobbies designed to help guests unwind, complimentary breakfast and WiFi, complimentary flavor-infused water on arrival, and coffee and snacks available all day in the Garner Shop.
The first hotels are expected to open by the end of this year, with a projection of over 500 hotels internationally over the next 10 years.

Elie Maalouf, CEO of IHG, said Garner brings to the midscale market “a brand we know owners and guests want from IHG.” And Jen Gribble, senior vice president, global marketing-mainstream brands, said that Garner will give owners and guests what they’ve been missing in the midscale space. She said the brand will deliver on what’s expected —like a great night’s sleep and a good breakfast. “But how we deliver it will be different,” she said. “From the warm and welcoming team to the lobby decor, our style is refreshingly approachable, which appeals to all types of guests.”

Image: IHG Prototype