IHG Hotels & Resorts continues to accelerate growth with conversion-friendly brands, offering hotel owners quick-to-market solutions backed by IHG’s powerful commercial engine.
With conversion activity nearly doubling between 2023 and 2024, the strategy has proven highly attractive for owners seeking fast access to IHG’s marketing, technology, and distribution networks.
Strong Demand for Conversions
In the first quarter of 2025, conversions accounted for:
- 60% of global hotel openings.
- 40% of global hotel signings.
According to Jolyon Bulley, CEO, Americas at IHG, the trend reflects owners’ confidence in IHG’s brand portfolio and enterprise system, providing them greater flexibility in market positioning.
IHG’s Conversion-Focused Brands Driving Expansion
IHG’s soft brands and midscale offerings allow hotel owners to transition quickly without major reconstruction costs. Key brands supporting conversions include:
- Vignette Collection – Designed for luxury and lifestyle hotels, welcoming independent properties while benefiting from IHG’s global enterprise. The brand is on track to triple its estate, with recent openings in Lima and San Francisco and signings in Japan, France, and Germany.
- voco Hotels – A fast-growing premium brand, aiming for 200 properties by 2028. Recent openings include Atlanta, Tucson, and Laguna Hills, with expansion planned in Greater China, Canada, Aruba, and Türkiye.
- Garner Hotels – The midscale conversion brand, launched in 2023, has surpassed 120 open and pipeline hotels and is set to quadruple in size. With a cost-effective conversion model, Garner continues to expand globally, including Germany, Italy, and Japan.
- Ruby Hotels – The premium urban lifestyle brand, acquired in 2025, adds over 30 hotels to IHG’s portfolio. Ruby’s “urban micro” model supports adaptive reuse projects, particularly in major European cities.
Looking Ahead
IHG expects continued conversion growth, with a focus on cost-efficient transitions and fast ramp-ups. Owners benefit from IHG’s marketing expertise, global loyalty programme (IHG One Rewards), and advanced technology systems, ensuring strong performance and market success.
With expansion plans targeting key markets, IHG remains a leader in conversion-friendly hospitality, providing owners with more pathways to success in the ever-evolving hotel industry.
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