Last summer , IHG Hotels & Resorts introduced Garner hotels , a midscale conversion brand rooted in delivering what value conscious customers covet . Among them : a sound night ’ s sleep , practical amenities and a hot , fresh , free breakfast . The brand ’ s aggressive growth strategy includes plans to open more than 500 hotels during the next decade and 1,000 hotels during the next 20 years in the U . S . alone . The first hotel , Garner Auburn – Seattle , in Washington , opened in December 2023 within three months of the brand ’ s official launch , symbolizing its potential for accelerated turnaround times and owners ’ recognition of the opportunity for Garner hotels
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to fill critical market voids . For seasoned hotelier Andy Cho , president of S1 Hospitality Management , the ownership group behind Garner Auburn – Seattle , the decision to lead the development and opening of the first Garner hotel was both a business no-brainer and a point of pride . Nearly a year later , Garner Auburn – Seattle is a fixture of its suburban community and a model Cho and his team already are aiming to replicate .
In this exclusive Q & A , Cho reflects on his experience with being the first “ go-to-market ” for a new hotel brand and how he plans to build on these learnings for continued success at Garner Auburn – Seattle ... and across
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the wider midscale hospitality landscape .
HOTELS : How did you first learn about the Garner hotels brand ? And why did Garner hotels stand out to you ? Cho : In some ways , Garner came to my attention unintentionally . Much of the conversation at a conference I attended last year centered on hotel companies launching midscale conversion brands . I asked a friend when IHG would introduce its own variation since it seemed like a natural fit . Little did I know then that I opened the door to what would become Garner hotels and later Garner Auburn – Seattle .
Garner hotels resonated
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because of its offer and the strength of the market it targets . I ’ ve always found the midscale market appealing because it strikes a balance between demand and affordability . There ’ s a significant segment of travelers looking for quality accommodations that provide essential amenities without the frills and high costs of upscale hotels . Garner hotels meets these needs with a focus on providing clean , comfortable stays for value-seeking guests .
HOTELS : Do you believe this midscale market boom – especially for conversion hotels – is sustainable ? What is the long-term appeal of a brand such as Garner hotels ?
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12 hotelsmag . com December 2024 |