Germany, Netherlands, Austria, UK and Türkiye to welcome new midscale conversion brand
IHG Hotels & Resorts (IHG), one of the world’s leading hotel companies, today announces the signing of four new Garner properties, extending the brand’s presence across the UK and Europe.
Launched in August 2023, Garner occupies the midscale conversion space, offering owners flexibility and strong returns, and guests a high quality, distinct experience at a price that’s hard to find. With a clear focus on ease and simplicity, the brand has seen rapid global growth, with 76 properties signed in the first half of 2024 alone, with 58 of those coming to IHG’s Europe market.
Interest in conversion opportunities continues to grow, reflecting the growing demand for access to IHG’s enterprise platform, including its revenue-generating systems, marketing and loyalty programme that support performance, increase efficiencies and drive returns. The first half of 2024, IHG saw record conversions activity globally, representing 41% of openings and 55% of signings.
(Mrs) Willemijn Geels, Vice President, Development, Europe, IHG Hotels & Resorts, commented: “We are delighted by the rapid expansion of Garner and the interest shown by our partners in this exciting new brand. We know our owners seek stronger returns on investments with an ability to reduce pre-opening costs by quickly moving to operational and now-open status, which is exactly what our newest brand, Garner delivers.
Trending“As with all conversion opportunities, Owners also benefit from a quicker access to IHG’s enterprise, including its digital capabilities, global sales organisation, and award-winning distribution systems and loyalty programme, IHG One Rewards. We also know many travellers increasingly value straightforward; no-fuss stays that help them get on with their journeys. We look forward to welcoming guests to the first Garner properties to open in Europe in the coming months.”
UK & Ireland
- Garner Hotel Reading Centre is set to open late 2024, following an extensive refurbishment in partnership with Nilvip Hotels. The 53-room hotel will be in the heart of Reading, providing convenient access to the city’s commercial hubs, shopping districts, and transport links, making it an ideal choice for both business and leisure travellers.
- Garner Hotel Preston Samlesbury is scheduled to open later in 2024, featuring 80 guest rooms in partnership with KRO Hospitality. Situated near the M6 motorway, this hotel will offer easy access to travellers exploring the Northwest of England, embodying Garner’s ethos of convenience and simplicity.
Northern Europe
- Garner’s expansion is highlighted by the addition of more than 50 hotels in Germany, as part of a long-term agreement with NOVUM Hospitality signed in April 2024. These properties, converted from NOVUM Hospitality’s Yggotel, Select Hotels, and Novum hotel brands, will begin opening later this year, with some of the first locations set to include Hamburg (Garner Hotel Hamburg Nord), Mannheim (Garner Hotel Mannheim City) and Berlin (Garner Hotel Berlin – Mitte).
- As part of the same agreement with NOVUM Hospitality, Garner will also debut in Austria’s capital Vienna, with a 106-room hotel, and in Maastricht in the Netherlands with a 165-room hotel.
- Since April, an additional Garner property has been signed in Germany, again with NOVUM Hospitality, a 245-room new-build property set to come to Hamburg’s Usedomstrasse.
Southern Europe
- Garner will debut in Türkiye with a 126-room property in Istanbul, slated to open in 2025. Located near the International Istanbul Airport, the hotel will cater to transient travellers, offering easy access to one of the world’s busiest airports. The signing, in partnership with FRT Turizm and support by AB Consulting led by Ahmet Bilgin, reflects Garner’s growing appeal in one of IHG’s key growth markets.
Designed to meet the evolving needs of today’s travellers, Garner provides convenient locations, secure and comfortable accommodations, and 24/7 refreshments at the Garner Shop, ensuring a seamless experience that allows guests to focus on what matters most.
Since its launch in August 2023, Garner has rapidly expanded its global presence, with 79 properties signed in markets including the US, UK, Germany, Japan and Türkiye and four already open and welcoming guests.
*All numbers as at 30 June 2024 unless otherwise stated
