IHG Hotels & Resorts (IHG), a global leader in hospitality, continues expansion of its midscale conversion brand, Garner Hotels, across Southern Europe, with the rebranding of a Pacini Group property to Garner Hotel Rome Aurelia. This transformation demonstrates IHG’s commitment in strengthening its midscale portfolio with a conversion branding that offers a flexible, purposefully different guest experience. It also leverages the established presence of Pacini Group on the market. Garner Rome Aurelia is part of a global pipeline that includes more than 88 Garner Hotels.
Launched in 2023 as IHG’s 19th brand, Garner hotels brings a new offer to the midscale conversion space in the Italian market. Garner hotels, which builds on IHG’s leading position in the essentials sector and its success launching and growing conversion brand, has quickly become popular with Owners around the world who understand the flexibility and high returns that the brand offers, backed by IHG’s powerful enterprise.
This transformation of the Pacini Group hotel into Garner Hotel Rome Aurelia demonstrates how owners can seamlessly integrate into IHG’s enterprise platforms, benefiting from its global expertise, powerful technology and revenue systems, and industry-leading loyalty programme, IHG One Rewards – which now has over 130 million members.
Garner Hotel Rome Aurelia is located in a strategic location just west of Rome on Via Aurelia. It will benefit transient guests who are looking for a comfortable stay. The Pacini Group will complete the renovations of the entire hotel, formerly known as The Smooth Hotel Rome, in January 2025. The result is a modern, comfortable, and minimal appearance. The 58 rooms at the hotel are equipped with modern amenities, a restaurant, bar, outdoor terrace and meeting spaces.
Garner hotels are focused on providing guests with an unrivalled experience that is relaxed and purposefully unique at a price they can’t find. They focus on the essentials like convenient locations, comfortable bedding, free WiFI, and reliable amenities such as a warm welcome, 24-hour bean-to cup coffee and a refreshing welcome upon arrival. Garner Shop offers a variety of snacks that are available 24/7.
(Mrs) Willemijn Geels, Vice President, Development, Europe, IHG Hotels & Resorts, said: “Introducing Garner hotels to Italy is a great milestone for our growth in this market as we look to strategically grow across all brand segments. It is wonderful to see that IHG’s Essentials brand has been trusted by both new and existing Owners to deliver strong performance and returns.”
We are delighted to bring the first Garner to Italy alongside Pacini Group – a very well-respected and trusted Owner in the market. Their impressive track record in hotel renovations and operations, along with IHG’s powerful enterprise, gives me great confidence that Garner Hotel Rome Aurelia is going to thrive after it is rebranded.
Emidio Pacini, CEO & Owner at Pacini Group, said: “We are proud to launch our partnership with IHG Hotels & Resorts, with the signing of the first Garner hotels property in Italy. The demand for quality accommodations at a reasonable price is increasing as the interest of business and leisure travellers in Rome continues to grow. We are thrilled to meet this growing need with Garner Hotel Rome Aurelia. This hotel offers a compelling midscale alternative in the city.”
Garner Hotel Rome Aurelia is part of a growing IHG portfolio with 30 hotels in Italy (InterContinental Hotels, Six Senses Hotels, Hotel Indigo, voco Hotel, Crowne Plaza Holiday Inn, Holiday Inn Express) and 10 more in the pipeline.
