Today, during the 2024 edition of its Hotel Development Symposium in Mexico City, IHG Hotels & Resorts officially presented Garner, its latest brand to developers and investors in the Mexican market, among other updates on the overall growth of its portfolio.
Garner is designed as a flexible brand, for high-quality conversions, with franchises on sale in Mexico starting February 8 of this year. Conversions are currently in high demand and constitute a significant growth opportunity for IHG, as they represented more than a third of total new contracts and openings internationally during Q3 2023.
This figure provides context regarding the company's strategic decision to select Mexico as the second key market in the Americas to introduce the Garner brand, following the opening of its first three properties in the United States, and five months after the launch of the brand officially.
“We designed Garner based on the strength that IHG has as a highly experienced hotel company that knows this market segment perfectly. The brand is well positioned with attributes to become the first choice for guests seeking great value stays in high-quality properties, as well as for owners seeking substantial returns on investment. “We are excited to introduce Garner to the Mexican market, and are confident that it will be well received,” Karen Gilbride, VP for Garner hotels, avid hotels and Atwell Suites at IHG Hotels & Resorts
IHG Hotels & Resorts is recognized for its strength in the mid-segment, with some flagship brands such as Holiday Inn and Holiday Express, with which it has an extensive and constant presence in Mexico. At the same time, it has strengthened its portfolio in other segments such as Luxury and Lifestyle, in which it has established itself as one of the most important portfolios globally, with six brands that include names such as InterContinental Hotels & Resorts and Kimpton. Hotels & Restaurants.
IHG's long-stay brands, such as Candlewood Suites and Staybridge Suites, have also shown strong performance; while its premium brands Crowne Plaza and voco hotels complement the offering to strengthen its global presence with more than 6,200 hotels and 19 brands.
In Mexico, the presence of IHG Hotels & Resorts is made up of 170 properties, distributed in collections, premium essentials, suites, and luxury and lifestyle, and more than 60 in development.
“Mexico remains a priority market for us: we are always attentive to its changes and pulse, looking for ways to satisfy the needs of both developers and guests in all segments, with value propositions. Whether strengthening our presence in segments where we are already well positioned, or expanding it in other markets where we desire high-quality, responsible growth, we work to bring the right brand to the right market and the ideal owner. With a range of offerings ranging from strategic alliances with Iberostar Beachfront Resorts, to the development of new and attractive brands like Garner, we see great opportunity in Mexico and across the continent,” Paul Adan, SVP of Development for Mexico, Latin America and Caribbean.
During the symposium, the development and sales teams, along with invited spokespersons, shared a general overview of the opportunities present in the Mexican market; the trends that shape it and how IHG Hotels & Resorts continues its expansion across different segments, shoulder to shoulder with owners and investors.
Digital innovation and application of technologies – along with consolidated brands and an attractive offer in the field of loyalty – are key to ensuring a return; and access to the great impulse of the marketing and commercial machinery of IHG Hotels & Resorts is, in the same way, an extremely attractive factor for independent properties and developers who wish to opt for one of these brands, and maximize their profits and the return of investment.
The strength of IHG One Rewards, its loyalty program – one of the most robust and modern in the industry – stands out with more than 115 million members throughout the world, which provides a significant contribution to driving sales .
According to recent internal statistics, IHG One Rewards members generate 50 percent of booked stays globally, spend approximately 20 percent more than other guests, and are 7 times more likely to book through of direct channels.
With a strong and well-known family of brands, and the backing of a solid reputation, IHG remains an international leader in the hospitality industry and a preferred choice for developers and investors in Mexico and the world.