Home » HOTEL NEWS » IHG Hotels & Resorts Unveils Garner Hotel Rome Aurelia, a New Midscale Destination in Italy Designed for Smart and Comfortable Stays

Thursday, February 13, 2025

IHG Hotels & Resorts continues to strengthen its presence in Southern Europe with the expansion of its midscale conversion brand, Garner Hotels. In a strategic move, the hospitality giant has rebranded a Pacini Group property as Garner Hotel Rome Aurelia, reinforcing its commitment to offering adaptable, high-quality accommodations in Italy. This latest addition reflects IHG’s drive to grow its midscale portfolio with a brand that combines flexibility with a distinct guest experience. Garner Hotel Rome Aurelia joins a rapidly expanding pipeline of over 88 properties worldwide.

Introduced in 2023 as IHG’s 19th brand, Garner Hotels has quickly gained traction in the midscale segment, particularly in Italy. The brand capitalizes on IHG’s global influence in the essentials market, providing property owners with an attractive conversion model backed by IHG’s extensive enterprise. With its strong brand identity and a proven track record in the conversion space, Garner Hotels appeals to investors seeking flexibility, robust returns, and access to IHG’s powerful distribution network.

The rebranding of the Pacini Group hotel underscores the ease with which independent properties can transition into IHG’s ecosystem, benefitting from its cutting-edge technology, revenue management systems, and the IHG One Rewards loyalty program, which boasts over 130 million members. This transformation is a testament to IHG’s ability to integrate properties seamlessly into its global portfolio while maintaining a distinct identity tailored to guest needs.

Garner Hotel Rome Aurelia enjoys a prime location on Via Aurelia, just west of Rome. Its proximity to major transport hubs, including Fiumicino Airport, as well as iconic landmarks such as Vatican City and the Trastevere district, makes it an ideal choice for both business and leisure travelers. Following a comprehensive renovation completed by Pacini Group in January 2025, the hotel—previously known as The Smooth Hotel Rome—now features a sleek, modern design that emphasizes comfort and efficiency. The 58 guest rooms are thoughtfully designed with contemporary amenities, while guests can also enjoy an on-site restaurant, bar, outdoor terrace, and meeting facilities.

Garner Hotels are designed to provide a seamless and relaxing stay at an exceptional value. Each property prioritizes key essentials, including prime locations, premium bedding, complimentary Wi-Fi, and thoughtful amenities such as a warm welcome, 24/7 bean-to-cup coffee, and a unique arrival experience. Guests can also take advantage of a 24-hour grab-and-go snack service at the Garner Shop, ensuring convenience throughout their stay.

(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. Having established a strong luxury and lifestyle presence in the country, it is great to see that new and existing Owners also have trust in IHG’s Essentials brands to deliver strong returns and performance.

We are delighted to bring the first Garner to Italy alongside Pacini Group – a very well-respected and trusted Owner in the market. Their excellent track record and substantial experience in hotel renovation and operations, coupled with IHG’s powerful enterprise, fills me with confidence that Garner Hotel Rome Aurelia will thrive once the hotel is rebranded later this year.”

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. With business and leisure traveller interest in Rome continuing to grow, the demand for quality accommodation at a good price point is on the rise. We are excited to meet this growing demand with Garner Hotel Rome Aurelia and to offer a compelling alternative in the midscale segment in the city.”

With the addition of Garner Hotel Rome Aurelia, IHG continues to expand its footprint in Italy, where it currently operates 30 hotels across seven brands—including InterContinental, Six Senses, Hotel Indigo, voco, Crowne Plaza, Holiday Inn, and Holiday Inn Express. The brand’s continued growth reflects IHG’s commitment to providing high-quality, flexible accommodation options that meet the evolving needs of today’s travelers.