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IHG Launches New Midscale Brand

The first locations are set to open by the end of the year.

By Amy Durham

Exterior of Garner Hotel rendering with sunset in the background
Garner Hotel rendering || Courtesy of IHG Hotels & Resorts

IHG Hotels & Resorts has added a new brand, the Garner, to its brand portfolio, marking a significant move into the midscale sector. With a commitment to offering “effortless stays that swiftly set you on your journey,” Garner is tailored to cater to budget-conscious individuals of all generations who desire a dependable and unhurried lodging experience. The brand is poised to offer affordability without compromising on essential guest priorities, including prime locations, in-room amenities, and a complimentary hot breakfast.

The midscale hotel sector in the U.S. currently represents a $14 billion market, poised to ascend to $18 billion in hotel revenue by 2030. Over the years, IHG has cultivated a leading position in the upper midscale segment through iconic brands like Holiday Inn Express, the world’s largest hotel brand, and Holiday Inn, a trusted name in U.S. hospitality. Numerous property owners have voiced their aspiration to collaborate with a brand at a more economical price tier. IHG will engage with each owner and property location to assess the extent of renovations required while preserving Garner’s distinctive brand attributes and guest experience.

Garner is poised for initial franchising in the U.S. in September, with the first hotels anticipated to open their doors by the end of 2023. IHG envisions the brand’s global expansion, projecting over 500 hotels within the next decade and 1,000 hotels in the U.S. alone within 20 years.