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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
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