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In August 2023, IHG announced the Garner brand, targeting mid-tier budget travelers and adding to the Essentials Collection. Since the pandemic, budget travel has been a rapidly growing sector, and IHG's new brand complements other brands such as Hyatt Studios and Apartments by Marriott Bonvoy. Here are the details.
New IHG Garner Brand
IHG describes the new Garner brand as follows:
“At Garner hotels, you will experience a quality stay at an affordable price. Whether traveling alone or with a group of kids and pets, you will feel comfortable as soon as you walk through the door. Garner hotels are designed to deliver the all-important things you value most – a convenient location, a sound night’s sleep, and a great complimentary hot breakfast – all at a quality and price that’s hard to find. No matter the journey, Garner hotels make it possible.”
Garner joins the Essentials Collection, which also includes Holiday Inn, Holiday Inn Express, and Avid Hotels. One of the aims of Garner Hotels is to provide stays similar to other mid-range brands but at a better price.
The first Garner hotel opened in Auburn, Washington in December 2023. Shortly after, another opened in Macon, Georgia. IHG plans to have 500 Garner hotels across the U.S. in the next 10 years, then 1,000 in the next 20 years. Oddly, IHG is doing very little to update its development page for this brand.
How Garner Hotels Stand Out
Garner Hotels will focus on high-quality facilities without breaking the budget. That means you won't get as many facilities as a high-end hotel, but what is provided should be better than usual. For instance, flavor-infused water at check-in, a complimentary “make it yours” hot breakfast bar, kid-friendly and pet-friendly rooms, and a cookie happy hour for the “kids” should elevate your stay.
For workaholics and working holidays, each property has high-speed internet, bean-to-cup coffee, and a 24-hour market. Some hotels will feature a 24-hour business center, such as the new Garner Hotel in Macon, Georgia.
Our Take
New hotel brands are normally good for their target audience. Of course, not everyone is the target audience. Most likely, Garner hotels will target budget-conscious family travelers and location-independent workers. Free hot breakfasts, 24-hour markets and business centers, and pet-friendly rooms are certainly in demand these days.
Garner Hotels look particularly interesting to me, especially as someone who spends most of my time working while I travel. However, I'll have to wait and see when and where the first Garner Hotel in Europe opens.
What do you think about the new Garner Hotels brand?
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