Hotels

Same Place, New Name. IHG, Marriott, and Hyatt Eye Conversions for Midscale Growth

Luke Martin photo
Luke Martin
hotel exterior

Photo Credit: The exterior of Garner Vienna Prinz Eugen in Austria. IHG

Skift Take

Conversions are giving hotel groups a faster way to expand midscale, especially in higher-cost markets where new builds are harder to justify.

IHG, Marriott International, and Hyatt are all putting more emphasis on midscale growth as conversions become a faster and cheaper way to add hotels.

“I think it's great timing for a conversion-friendly brand that also guests are really clamoring for, also for this affordable price point for certain types of trips, but also quality,” said Karen Gilbride, IHG’s global vice president for the Garner brand.

IHG is building on its established position of over 5,000 midscale properties, while Marriott and Hyatt are expanding newer offerings in the segment.

“We are focused on building a portfolio that serves real guest demand,” said Felicity Black-Roberts, Hyatt’s senior vice president of development for Europe, A