IHG Hotels & Resorts is building the presence of its Garner conversion brand across Europe, signalled by a new group of signings.
Just over one year since it was launched, Garner has already signed 76 properties, of which the majority are for conversions of existing hotel properties in Europe. In a market where new development remains difficult, the major hotel brand groups are seeing more opportunities to convert hotels. At IHG, this is evidenced by conversions making up 41% of openings, and 55% of new signings in the first half of 2024.
A flexible approach to conversions
For the big brand groups, the creation of a conversion brand acknowledges that traditional brand standards can be difficult to meet, when switching an existing building. Hotel rooms may be the wrong size, and amenities may not be of the right type to suit those brand standards. A conversion brand is, therefore, more flexible in its requirements. And a conversion can often be executed via a quick refurbishment that concentrates on decoration and style, rather than a complete refit.
The latest signings for IHG include two new Garner hotels in England, both joining the group in late 2024. In Reading, the 53 room Garner Hotel Reading Centre will open following refurbishment of an existing hotel carried out in partnership with Nilvip Hotels. And in Samlesbury, near Preston, KRO Hospitality will be switching its 80 room hotel to the brand.
Across mainland Europe, Garner already has substantial momentum, as a result of a portfolio agreement made previously between IHG and German hotel group Novum Hospitality. Signed in April 2024, this deal has already seen a number of Novum properties switch to the Holiday Inn brand; now, these are being followed by more than 50 hotels under the Yggotel, Select Hotels, and Novum hotel brands switching to Garner. The first of these to relaunch will be Garner Hotel Hamburg Nord, Garner Hotel Mannheim City and Garner Hotel Berlin – Mitte. Since signing the original agreement between Novum and IHG, another hotel in Hamburg has been added to the Garner list, a 245 room new build property.
Building across Europe
Aside from the German hotels, the agreement with Novum also includes launching Garner in other European countries. A 106 room in Vienna, will introduce Garner to Austria, while the first Dutch opening of a Garner hotel will be the conversion of a 165 room Novum property in Maastricht.
And in southern Europe, the brand is also making headway. IHG has signed its first Garner in Turkey, with a 126 room hotel near Istanbul airport set to rebrand in 2025. The agreement is in partnership with FRT Turizm and support by AB Consulting led by Ahmet Bilgin.
