A year on from its first opening in Auburn, Seattle, IHG Hotels is celebrating the momentum already gathered for its nineteenth brand, Garner.
Garner was developed as a conversion-friendly, midscale brand that would provide accommodation at an affordable price point for guests; but also as a brand that hotel owners would see as an efficient, simple alternative if considering where to go next with a property.
Building international traction
Aside from a successful launch in the US market, the brand has gained international acceptance, with signings across Europe, and in Asia. By the end of 2024, IHG had secured commitments to more than 90 Garner hotels. And, thanks to the rapid pace of conversions, a good number were already open and trading.
Openings in the US include Aitken, Clarksville, Macon, Oklahoma City; while the pipeline includes hotels in Augusta West, Gillette South, Longview, Phoenix, Topeka and Virginia Beach.
In Europe, a portfolio agreement with NOVUM Hospitality in Germany will lead to around 50 hotels converting to the Garner format, mostly in Germany but also in Vienna and Maastricht. The agreement also covers a new build in Hamburg. The full agreement between IHG and NOVUM extended to over 100 hotels, with around half being signed for joint branding under the Holiday Inn and Niu brands. NOVUM’s Yggotel, Select and Novum properties are shifting to Garner, while the partner’s long stay properties will ultimately switch to IHG’s midscale extended stay brand, Candlewood Suites.
Elsewhere in Europe, two hotels In the UK, located in Reading and Preston, have already converted to Garner. And in Istanbul, a 126 room hotel will join the brand in early 2025 as Garner makes a launch in Turkey.
A groundbreaking deal in Japan
And in Asia, a partnership with Axe Management Partners will see three hotels in Osaka convert to Garner, providing considerable impetus for the brand in Japan. Once refurbished and converted, they will immediately add more than 500 rooms to IHG’s presence in the country. “We have great confidence in the Garner brand and are determined to deliver an experience that will truly impress domestic and international travellers,” said Gary Kwok, founder and CEO of Axe Management Partners.
