Following the launch of its midscale conversion brand in 2023, IHG marks its entry into Italy with the transformation of a Pacini Group hotel into Garner Hotel Rome Aurelia.
Formerly known as The Smooth Hotel Rome, the complete transformation was finalized in January 2025, offering a modern and minimalist design. This conversion is based on the solid local presence of the Pacini Group, which is already well established in the Italian market. The new addition to the Garner network joins a dynamic global portfolio, with more than 88 properties currently in development worldwide.
Garner Hotel Rome Aurelia is located west of Rome on Via Aurelia. The hotel features 58 rooms, a restaurant, a bar, an outdoor terrace, and meeting spaces.
With the opening of this new property, Garner Hotels continues its growth in Italy, where IHG already operates 30 hotels under seven brands (InterContinental, Six Senses, Hotel Indigo, voco, Crowne Plaza, Holiday Inn, and Holiday Inn Express), with an additional 10 properties in development.
“We are proud to launch our partnership with IHG Hotels & Resorts, with the signing of the first Garner hotels property in Italy. With business and leisure traveller interest in Rome continuing to grow, the demand for quality accommodation at a good price point is on the rise. We are excited to meet this growing demand with Garner Hotel Rome Aurelia and to offer a compelling alternative in the midscale segment in the city.” – Emidio Pacini, CEO & Owner at Pacini Group
A rapidly growing concept in midscale
Launched last year, Garner Hotels has quickly established itself as an innovative conversion brand in the midscale segment, particularly with its focus on the essentials: convenient locations, comfortable rooms, and modern amenities.
In Italy, the brand responds to the growing need for accessible hotels while maintaining high-quality service. The transformation of the Pacini hotel into Garner Hotel Rome Aurelia is just the beginning of the brand’s expansion in this strategic region.
“Introducing Garner hotels to Italy is a great milestone for our growth in this market as we look to strategically grow across all brand segments. Having established a strong luxury and lifestyle presence in the country, it is great to see that new and existing Owners also have trust in IHG’s Essentials brands to deliver strong returns and performance.” – (Mrs) Willemijn Geels, Vice President, Development, Europe, IHG Hotels & Resorts
Expansion in Europe and beyond
The midscale conversion brand Garner has experienced rapid growth, with 76 hotels signed globally in just six months, including 58 in Europe.
In Germany, more than 50 hotels will be converted under the Garner brand, with projects in Hamburg, Mannheim, and Berlin, as well as a 245-room property in the Usedomstrasse district of Hamburg. The UK will see the opening of Garner Hotel Reading Centre in late 2024, with 53 rooms, followed by Garner Hotel Preston Samlesbury in the northwest of England. In Austria, the brand will expand to Vienna with a 106-room hotel, and in the Netherlands, Garner will debut in Maastricht with 165 rooms. Finally, Turkey represents a major opportunity for Garner with the planned opening of a 126-room hotel in Istanbul in 2025, near the international airport, aimed at meeting the growing demand for accessible accommodation for transit travelers.
These openings highlight the rapid expansion of the brand, with projects also underway in the United States, Japan, and other key regions.
