NEWS
IHG Expands in Europe with 11-Hotel Conversion Deal
IHG Hotels & Resorts is accelerating its European growth with a new portfolio of 11 hotels across Germany, Belgium and France. The agreement will add more than 1,800 rooms to the group through conversions to the Holiday Inn, voco and Garner brands. The move also brings the Garner brand to Belgium for the first time and further strengthens IHG’s presence in Germany. All 11 hotels are expected to join the IHG system in the first half of 2027.
The new portfolio includes six hotels with 1,125 rooms in Germany, four hotels with 497 rooms in Belgium and one 186-room hotel in France near Paris Charles de Gaulle Airport. The German properties are located in destinations including Leipzig, Bremen and Wiesbaden, while the Belgian additions include hotels near Brussels Airport and in Brussels City Centre. For IHG, the deal expands guest choice in key city and airport locations while supporting the company’s wider brand conversion strategy in Europe. The group said the properties will benefit from stronger brand visibility, increased direct bookings and the reach of the IHG One Rewards loyalty programme.
The transaction also highlights the growing importance of partnerships in the hotel conversion segment. The hotels are currently operated under the PentaHotels brand and will be owned by a joint venture between Ogilvy Management and Ironstone Group, with financing from Castlelake and Goldman Sachs. Management will be handled by Bralower & Loewe Hospitality Partners S.à r.l., a Luxembourg-based company established by the joint venture to operate branded hotels with major international operators. In the release, Karin Sheppard underlined IHG’s confidence in the attractiveness and growth potential of the European market, while Thomas Bralower pointed to the opportunity to convert the hotels quickly and seamlessly in response to evolving traveller demand across Europe.
The agreement adds further momentum to IHG’s already substantial regional footprint. As of 31 December 2025, the company had more than 1,230 open and pipeline properties across Europe, including more than 190 open hotels in Germany, 70 in France and 17 in Belgium, alongside 264 more properties in development across the region. Within that context, this latest signing reinforces the strategic role of conversions in scaling established brands and expanding distribution in high-demand urban and airport markets. For the European hospitality industry, the deal signals continued confidence in branded growth, operational repositioning and the long-term strength of core travel destinations.
TAGS
By using the website, you agree to the use of cookies in accordance with your browser settings.
Privacy Policy