NEWS
IHG Fuels Growth Through Conversion-Friendly Brands
IHG Hotels & Resorts is experiencing a significant surge in growth through its conversion-friendly brands, as global conversion signings nearly doubled from 2023 to 2024. In Q1 of 2025 alone, conversions accounted for approximately 60% of global openings and 40% of signings, underscoring a growing demand for adaptable and expedient hotel development strategies.
These conversions allow hotel owners to access IHG’s global commercial engine, including its vast marketing reach, proprietary technology, and a loyalty network of more than 145 million IHG One Rewards members. According to Jolyon Bulley, CEO of IHG Americas, this model provides owners with flexibility across chain scales, helping them integrate seamlessly into IHG’s ecosystem while elevating operational performance.
Among IHG’s strongest conversion-driven brands is Vignette Collection, which targets independent luxury and lifestyle hotels. The brand is on track to nearly triple its estate and has already surpassed 60% of its 10-year goal of reaching 100 hotels, following successful openings in Washington D.C., Lima, and San Francisco. Similarly, voco hotels, IHG’s fastest-growing premium brand, continues its global expansion with new properties in Atlanta, Tucson, and Laguna Hills, along with signings in Greater China, Canada, Aruba, and Türkiye.
The Garner hotels brand, launched in 2023, has quickly surpassed 120 open and pipeline hotels. Focused on the midscale segment, it is gaining traction among owners for its low conversion costs, rapid ramp-up timeline, and flexible design standards. Its global expansion includes openings in Germany, Italy, Japan, and Florida, with additional signings in Canada and Türkiye.
Following the early 2025 acquisition of Ruby Hotels, IHG welcomed its 20th global brand. Ruby’s urban lifestyle micro-hotel model supports new builds and adaptive reuse in dense city markets. With 30 hotels already in operation, Ruby is expected to be franchised in the U.S. by the end of 2025, with expansion plans targeting Copenhagen, Berlin, and Geneva.
These developments highlight IHG’s strategic pivot toward flexible growth models that resonate with today’s hotel owners and guests, reinforcing the brand’s position as a leader in global hospitality innovation.
Source: IHG Hotels & Resorts
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