Exterior rendering of a Garner hotels property .

IHG ’ S GARNER HOTELS IS THE RIGHT BRAND FOR THE RIGHT TIME IN THE MIDSCALE SPACE .

n Garner hotels , IHG Hotels & Resorts ( IHG ) is targeting the midscale segment with a conversion brand that is right on time — both for the guest and the owner . In today ’ s capital environment , groundup construction is not easy : interest-rate hikes have made it an expensive proposition and the time element that goes with it delays cash-flow . Conversions , however , allow for a typically seamless transition with no interruption in revenue generation .

In the midscale segment ,

brands are tapping into what value-conscious consumers are looking for : a safe and clean hotel with the necessary amenities , including dependable WiFi and , perhaps most importantly , a good , hot and free breakfast .

Garner hotels is all that and already available to franchise in the U . S . IHG expects the first Garner hotel to open before the end of 2023 with a stated goal to expand globally and reach more than 500 hotels over the next 10 years and 1,000 hotels over the next 20 years in the U . S . alone . According to IHG ,

Garner hotels will target a conversion cost per key nearly 20 % lower than Holiday Inn Express ; however , that will vary by property .

Karen Gilbride is VP , avid hotels , Atwell Suites and Garner hotels at IHG . In this wideranging Q & A , she discusses the derivation of the Garner hotels brand and how it will meet the needs of customers and owners alike .

HOTELS : Garner hotels is IHG ’ s newest brand and positioned in the midscale space . It was created

70 hotelsmag . com Nov / Dec 2023