El mismo lugar, un nuevo nombre. IHG, Marriott y Hyatt apuestan por las conversiones para impulsar el crecimiento en el segmento de gama media

Key Points

• IHG, Marriott, and Hyatt are prioritizing midscale growth through hotel conversions to quickly and affordably expand their portfolios.
• Rising development costs and tighter financing make conversions more attractive than new-build projects, especially in urban markets.
• IHG's Garner brand, launched in 2023, has rapidly scaled to 100 hotels, with ambitious growth targets for the next decade.

Summary

IHG, Marriott, and Hyatt are increasingly focusing on midscale hotel growth by leveraging conversions—transforming existing hotel properties into their own branded hotels—due to the rising costs and challenges of new construction, particularly in urban areas. Conversions allow these companies to expand more quickly and cost-effectively. IHG has found significant success with its fast-growing Garner brand, while Marriott and Hyatt are also accelerating their midscale offerings through similar strategies.