Hotel Spero, Vignette Collection
(IN SHORT) IHG Hotels & Resorts continues to experience significant growth in conversions, with nearly 60 percent of global openings in Q1 2025 coming from conversions. Brands like Vignette Collection, voco hotels, and Garner hotels are driving this success, with new signings and openings worldwide. The acquisition of Ruby, IHG’s new premium urban lifestyle brand, further strengthens the brand’s portfolio, offering flexible and high-quality options for hotel owners.
(PRESS RELEASE) ATLANTA, 2025-May-30 — /Travel PR News/ — IHG Hotels & Resorts (IHG) is experiencing significant growth in its conversion activity, with a steady increase in global signings, nearly doubling between 2023 and 2024. This growth underscores the strength of IHG’s conversion model, which allows hotel owners to quickly leverage IHG’s robust marketing, technology, distribution resources, and access to over 145 million IHG One Rewards loyalty members.
In the first quarter of 2025 alone, conversions accounted for around 60 percent of global hotel openings and 40 percent of global signings, demonstrating the increasing demand for IHG’s conversion-friendly brands.
Hotel Spero, Vignette Collection
Jolyon Bulley, Chief Executive Officer, Americas at IHG Hotels & Resorts, said, “The growing interest in converting hotels to IHG brands highlights the tremendous value owners see in our brands and our powerful enterprise system. While new build development will always play an important role, our broad portfolio of soft brands and those designed for conversions across various chain scales provide owners with more flexibility and avenues for success.”
Conversion-Friendly Soft Brands and Flexible Offerings
IHG’s soft brands, including Vignette Collection (luxury and lifestyle) and voco hotels (premium), continue to lead in conversions. In 2024, both brands saw record openings and signings. Vignette Collection, launched in 2021, is on track to nearly triple its global estate within a few years. The brand has already reached more than 60 percent of its goal of attracting 100 hotels within its first decade. Recent openings include the brand’s first Americas destination in Washington, D.C., and ongoing expansion into Lima, San Francisco, Japan, France, and Germany.
voco hotels, considered IHG’s fastest-growing premium brand, is setting its sights on 200 open or pipeline properties globally by 2028. New openings in the Americas, including Atlanta, Tucson, and Laguna Hills, as well as signings in Greater China, Canada, Aruba, and Türkiye, are helping fuel the brand’s growth. voco hotels offers owners a versatile and flexible brand designed to deliver thoughtful experiences with individual charm.
In the midscale segment, Garner hotels is rapidly gaining traction with more than 120 open and pipeline hotels. Garner hotels is known for its competitive conversion cost per key, flexible design standards, and reduced pre-opening costs, thanks to its rapid conversion process. Recent openings include the 11th Americas Garner hotel in Panama City Beach, as well as global debuts in Germany, Italy, and Japan. New signings will introduce the brand to Canada, Türkiye, and beyond.
Ruby Emma Hotel & Bar
Introducing Ruby: IHG’s New Premium Urban Lifestyle Brand
In early 2025, IHG expanded its portfolio with the acquisition of Ruby, a premium urban lifestyle brand that brings more than 30 hotels to the IHG portfolio. Ruby’s “urban micro” model has proven to be successful for new builds, conversions, and adaptive reuse projects in major European cities, with several openings in former office buildings and non-traditional commercial spaces. Ruby will be ready for franchising in the U.S. later this year, and IHG plans to open over 120 Ruby hotels globally in the next decade, with upcoming signings in Copenhagen, Berlin, and Geneva.
Commitment to Owners and Flexibility in Growth
With an expanding portfolio of conversion-friendly brands, IHG is continuing to support owners in meeting the demand for high-quality, flexible hotel options across various markets. The ability to tap into IHG’s global system, robust distribution network, and loyalty program makes it easier for hotel owners to quickly transition to IHG’s industry-leading brands.
To learn more about IHG’s conversion-friendly brands or to book a stay, visit www.ihg.com or use the IHG One Rewards mobile app.
For further information please contact:
Jamie Cwalinski
Senior Manager, Corporate Communications, The Americas, IHG Hotels & Resorts
Jamie.cwalinski@ihg.com
(470) 847-8914
SOURCE: InterContinental Hotels Group
