IHG Hotels & Resorts has revealed the introduction of its midscale conversion brand Garner to the Indian market with two signed hotels. The 40-room Garner Etawah in Uttar Pradesh and 45-room Garner Kathua in Jammu & Kashmir are due to open in 2026 and 2027 respectively, developed through joint ventures with local real estate companies.
The expansion follows the secondary hospitality markets in India displaying growing demand for standardized, economy-priced accommodations. Etawah, a developing wedding destination, and Kathua, a developing industrial and pilgrimage stopover, are strategic locations for the new brand. Both properties will be managed by third-party management company Rosastays.
Garner’s conversion model enables existing hotels to be rebranded under IHG’s system with much of their physical infrastructure remaining intact. The brand addresses value-conscious travellers looking for consistent quality without paying premium prices for amenities, thereby creating a niche between budget and upscale segments. Industry analysts say this strategy enables IHG to grow more rapidly in India’s fragmented midscale market.
“Tier-2 and tier-3 cities in India are seeing more corporate and leisure travel,” added Sudeep Jain, IHG’s South West Asia Managing Director. “The conversion model allows us to quickly roll out our operating systems in markets where new construction would be impractical.”
The signings are part of IHG’s recent emphasis on asset-light growth in India, where it now has 47 hotels under brands such as Holiday Inn and Crowne Plaza. It has 60 properties in the pipeline, with conversions likely to represent an increasing proportion.
Garner Kathua will have a swimming pool and multi-cuisine restaurant, while Garner Etawah has banquet facilities aimed at the local wedding segment. Both hotels will be part of IHG’s loyalty program but eschew expensive design features characteristic of the company’s luxury brands.
Hospitality analysts note that Kathua’s acquisition indicates increased interest from pharma and manufacturing business, whereas Etawah captures the underpenetrated social events market of Uttar Pradesh. The two signings confirm IHG’s clustering strategy for properties to leverage management resources most effectively.
As Indian tourists increasingly value consistent quality over star ratings, midscale conversion brands such as Garner are gaining popularity. The model enables owners to leverage global distribution systems without incurring the cost of major renovations – a key driver in price-conscious markets.
IHG’s growth coincides with increased competition in India’s midmarket space, where Marriott’s Fairfield and Accor’s ibis are also looking at conversion opportunities. Secondary cities are seen by industry observers to lead the next wave of hospitality growth in India, with standardized midscale products being poised to take advantage.