IHG's new budget hotel brand coming soon

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

Frequently Asked Questions

Q1: What is IHG’s latest brand, Garner, all about?

A1: Garner is IHG Hotels & Resorts’ newest addition to its portfolio, offering guests a midscale hotel experience that combines quality accommodations with affordable rates. The brand is designed to cater to travelers seeking value stays at high-quality properties.

Q2: How does Garner differentiate itself from other midscale hotel options?

A2: While IHG already has midscale brands like Holiday Inn and Holiday Inn Express, Garner stands out by focusing on providing high-quality offerings and amenities to its guests. It offers a unique approach to hotel conversions, allowing existing hotels to be converted into Garner properties, which can result in more tailored and bespoke designs based on location.

Q3: What makes Garner’s approach to hotel conversions unique?

A3: Unlike some of its competitors, Garner aims to grow by converting existing hotels into its brand, in contrast to new-build properties. This strategy appeals to hotel owners looking to leverage the strength of the IHG brand while upgrading and modernizing their properties to meet the expectations of modern travelers.

Q4: How does Garner’s growth plan look for the future?

A4: IHG has ambitious plans for Garner’s expansion. The company envisions having 500 Garner hotels in the United States within the next 10 years, and this number is expected to double by the 20-year mark. This rapid growth demonstrates IHG’s confidence in the brand’s potential and its commitment to providing quality and affordability to budget-conscious travelers.

Q5: What are some of the standout features and amenities offered by Garner hotels?

A5: Garner hotels offer a range of thoughtful amenities to enhance the guest experience, including complimentary flavor-infused water and coffee upon arrival, a free “Make It Yours” hot breakfast with various options, guest-influenced playlists, snacks, and drinks, as well as pet-friendly features like welcome treats and loaner items. Guests can also enjoy a two-hour cookie “happy hour” in the lobby.

Q6: How does Garner prioritize service and personality despite being a limited-service brand?

A6: Garner believes that limited service doesn’t mean compromising on quality or personality. The brand focuses on delivering an approachable and engaging style that creates a warm and welcoming environment for all types of guests, offering a balance between cost-effective service and exceptional guest experiences.

Q7: What distinguishes Garner in terms of its loyalty program?

A7: Garner sets itself apart by offering a “full IHG One Rewards experience” to its guests. This means that guests staying at Garner properties can enjoy the benefits and perks associated with IHG’s loyalty program, enhancing the overall value and experience of their stay.

Q8: Why is there a sudden focus on budget hotel brands in the industry?

A8: The rise of budget hotel brands reflects the changing preferences of travelers and the growing demand for affordable yet high-quality accommodations. The midscale segment, where Garner operates, is projected to be a lucrative market, prompting major hotel companies to prioritize budget offerings and cater to the middle of the travel market.

Q9: How does Garner contribute to the changing landscape of the hotel industry?

A9: Garner’s introduction aligns with the evolving preferences of travelers seeking value stays without compromising on quality. By providing a unique blend of quality accommodations and thoughtful amenities, Garner aims to cater to the needs of budget-conscious travelers while contributing to the growth of the midscale segment.

Q10: What does the future hold for Garner and the budget hotel landscape?

A10: As IHG continues to expand its portfolio with Garner, the brand is positioned to make a significant impact in the midscale space. By offering value stays without compromising on quality or service, Garner is poised to become a top choice for budget travelers seeking high-quality accommodations at an affordable price. As the budget hotel landscape evolves, Garner’s approach and commitment to excellence are likely to pave the way for further innovations and enhancements within the industry.

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