IHG’s new budget hotel brand coming soon

Corporate BrandingNews
IHG hotel lobby

IHG’s new budget hotel brand coming soon!

In the fiercely competitive hotel industry, the battle for budget-conscious travelers continues to evolve, and IHG Hotels & Resorts is stepping up its game with the unveiling of its latest brand, Garner. Positioned as a midscale hotel brand, Garner aims to redefine value stays by providing guests with high-quality accommodations and a range of amenities that go above and beyond the competition.

The launch of Garner marks a significant milestone as IHG’s 19th brand, finding its place within the esteemed Essentials Collection alongside renowned names like Holiday Inn, Holiday Inn Express, and Avid. Unlike some of its competitors, Garner is set to carve its own niche by appealing to hotel owners seeking to transform their existing properties into Garner-affiliated havens. This approach not only revitalizes these spaces but also allows for a more tailored design, aligning seamlessly with the unique character of each location.

While the midscale space is experiencing increased attention, IHG’s differentiation strategy is clear. Garner is purposefully positioned to fill the gap between upper midscale options like Holiday Inn and Holiday Inn Express and midscale offerings like Avid. This strategic placement ensures that Garner brings a refreshing blend of quality and affordability to a discerning audience.

IHG’s ambition for Garner’s expansion is nothing short of remarkable. The company envisions a swift growth trajectory, with a projection of 500 Garner hotels across the United States within a decade, poised to double by the 20-year milestone. Embracing a market segment where an average nightly rate of approximately $100 prevails, Garner aims to deliver a superior guest experience without breaking the bank.

Jen Gribble, Senior Vice President of Global Marketing for IHG’s mainstream brands, emphasizes Garner’s commitment to guest satisfaction: “We’ve designed this brand to deliver on what’s expected — a great night’s sleep in a clean, comfortable space, with a breakfast worth getting up for.” Garner’s refreshing approach aims to provide a welcoming and inviting ambiance, appealing to a diverse range of travelers.

In a testament to its dedication to service quality and personality, Garner’s approach stands as a testament to the notion that “limited” doesn’t equate to less in service or design. With a focus on cost-effective excellence, Garner’s thoughtful and practical amenities set the stage for an exceptional guest journey.

In the current landscape of budget hotel offerings, the industry giants are making noteworthy strides. Hilton’s Spark, a premium economy brand, and Project H3, an extended-stay offering, are prime examples. Hyatt’s Hyatt Studios brand, with its debut locations in Mobile, Alabama, and Marysville, California, fills a crucial gap, while Marriott’s StudioRes extended-stay accommodations and acquisition of Mexico-based City Express underscore its commitment.

Garner distinguishes itself further by offering a comprehensive “IHG One Rewards experience” within its loyalty program. This robust offering ensures that Garner’s guests can reap the full array of benefits associated with IHG’s acclaimed rewards program.

The heightened focus on budget offerings might appear surprising, considering past industry dynamics. Yet, the midscale segment’s projected growth from a $14 billion market to an impressive $18 billion in hotel revenue by 2030 underscores the rising prominence of budget and economy travelers. This seismic shift is compelling major hotel players to cater to the middle of the travel market, and Garner’s entry aligns perfectly with this trend.

As IHG introduces Garner to its portfolio, the brand is poised to create a lasting impact in the midscale sector. By delivering exceptional value stays that don’t compromise on quality, Garner is set to become the preferred choice for budget-savvy travelers seeking a superior experience without the premium price tag. With its distinctive amenities and dedication to guest contentment, Garner embodies IHG’s commitment to redefining the budget travel landscape with a touch of luxury.

See first source: The Points Guy

Featured Image Credit: Manuel Moreno; Unsplash; Thank you!