IHG Hotels & Resorts has unveiled Garner as its new midscale brand.
Garner hotels will be at a lower price point than Holiday Inn Express and complement IHG’s midscale Avid Hotels brand.
The first hotels are expected to open in the US by the end of 2023, following the company initially revealing the plans alongside its first half financial results last week.
IHG expects Garner to grow to more than 500 hotels over the next decade and 1,000 hotels over the next 20 years in the US alone.
The midscale segment in the US represents a $14 billion market today that is set to reach $18 billion in hotel revenue by 2030, the company estimates.
IHG chief executive Elie Maalouf said: “Garner is another exciting step forward in the transformation of our brand portfolio, bringing to the midscale market a brand we know owners and guests want from IHG.
“Owners are attracted to the benefits of IHG’s global scale, strong enterprise, technology platforms and leading IHG One Rewards programme, supported by our proven success in developing, launching and growing brands.
“We have already received more than 100 definitive expressions of interest in Garner, which demonstrates the strong potential in the segment.”
Global marketing mainstream brands senior vice president Jen Gribble added: “Garner will give owners and guests what they’ve been missing in the midscale space.
“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.
“But how we deliver it will be different – from the warm and welcoming team to the lobby decor, our style is refreshingly approachable which appeals to all types of guests.”