The conversion of existing hotels is certainly one of the current trends in the development of major hotel groups. IHG has seen this with the rapid growth of its Voco brand since its launch in 2018, and now close to one hundred establishments open or planned.
To continue in this direction and complete its portfolio of brands, the British group has introduced a new brand dedicated to conversion: Garner - an IHG Hotel. Positioned in the mid-range segment, rather than the top end like Voco, the brand focuses on affordable hotels. This is familiar territory for IHG through its Holiday Inn family of brands, as well as Avid, a brand more focused on new construction.
While the brand will be ready for franchising at the beginning of September, and the first openings should take place by the end of the year, the future establishments that will join it will have several features in common, such as a reception available 24/7, lobbies conducive to relaxation and a digital check-in. Other brand promises, a free hot breakfastThe Garner Shop also offers a range of flavoured water on arrival and snacks available all day long.
" We have already received over 100 definitive expressions of interest in Garner, demonstrating our commitment to our customers. the strong potential of this segment" said Elie Maalouf, CEO of IHG Hotels & Resorts. In fact, while the mid-range hotel market represents 14 billion dollars in revenue today, it is expected to reach 18 billion dollars by 2030.
The United States will logically be the first to benefit from this new brand, but IHG is already planning its expansion worldwide. More than 500 Garner hotels are expected to open in the next ten years. In the longer term, over the next 20 years, IHG expects to open more than 1,000 hotels in the United States alone.
