IHG’s New Brand Is Called Garner

25.08.2023 - 12:52 / skift.com / Ihg / Sean Oneill / Brand

IHG needed a new brand to appeal to two audiences — guests looking for something cheaper than the company’s 70-year-old flagship, Holiday Inn, and developers looking for a more cost-effective brand to run. The UK-based hotel giant on Wednesday took a step to fill this market gap by officially launching its 19th hotel brand, Garner an IHG Hotel.

IHG has big plans for Garner. It expects to have more than 1,000 hotels worldwide flagged under this brand over the next two decades.

The company has been showing a promo video to developers — embedded below.

Garner aims to be a bit more affordable for guests than its other brands targeting the middle of the market.

IHG hopes Garner will also capture the imaginations of potential franchisees for one central reason: The group needs to sustain a competitive pace of pipeline growth.

IHG has had only a 3% annualized growth rate, on average, over five years, while many competitors of roughly equivalent size had roughly 4% a year growth.

Garner may help. It’s a conversion brand. Unlike new-build brands that take time to grow because of construction delays, conversion brands can expand quickly, especially as many independent hotel operators or owners of properties flagged with older brands seek a refresh.

Importantly, IHG is unusually loose in the brand standards it requires of developers. No two Garners will be exactly alike. IHG won’t expect major renovations to make a lobby look standardized, for example.

IHG said it will prioritize building the early wave of Garners at “convenient locations.” Imagine popular markets, often next to major highways and interchanges. That will help make sure they have a lot of demand.

IHG said it would start offering franchises for Garner in the U.S. as early as next month. It also offered some other details.

There’s nothing objectionable to the name Garner, which is also the name of a pretty town in North Carolina. But it also seems bland. One dictionary says the word garner comes from the Latin , which means “store-house,” usually for grain.

Other names, like Rise, might have been catchier. But to be fair, hotel brand marketers have to cope with finding names that won’t run into copyright conflicts and that sound neutral in other major languages. Practical considerations rule out many otherwise appealing names.

IHG also is hardly the only hotel group adopting bland names for their latest brands.

IHG has had success in launching brands recently. Consider Avid, a brand that debuted in 2017. It’s now IHG’s second-largest contributor to system size after Holiday Inn Express, with 147 in the works.

Hopefully, IHG’s target audience likes Garner as a name better than we do. 

IHG has assembled a hospitality collection with some of the