Photo Credit: The exterior of Garner Vienna Prinz Eugen in Austria. IHG
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In short: IHG, Marriott, and Hyatt are prioritizing midscale hotel conversions to meet guest demand for affordable quality accommodations.
IHG’s Garner brand, Marriott’s newer midscale offerings, and Hyatt’s recent expansions are part of a broader industry trend toward midscale growth. According to Karen Gilbride, IHG’s global vice president for Garner, “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.” Marriott and Hyatt are similarly expanding their midscale portfolios to align with real guest demand.
TMCs managing mid-tier corporate accounts should note: This shift toward midscale properties offers a cost-effective solution to meet growing guest expectations for quality at affordable rates. Specifically, hotels within the Garner, Marriott, and Hyatt brands are expanding their midscale offerings, providing TMCs with additional options for corporate travel bookings. This development is particularly relevant for segments focusing on business travelers seeking value without compromising on comfort.
What is the focus of this expansion?
The focus is on midscale hotels that provide quality accommodations at an affordable price point, catering to guests who prioritize value without sacrificing experience.
Which travel trade segments does this affect?
This primarily affects TMCs managing mid-tier corporate accounts, as well as hotel operators and suppliers within the IHG, Marriott, and Hyatt brands.
When does this take effect?
The article does not specify a timeline for the implementation of these midscale expansions.
Reference:Source.
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