Advertisement
Press Release Development

IHG Hotels & Resorts’ Conversion-Friendly Brands Fuel Growth Opportunities for Owners

Quick-to-market conversions backed by attractive brands and a powerful commercial engine are a winning combination that is driving growth for IHG Hotels & Resorts (IHG) and its owners. IHG has seen a steady increase of conversion activity in recent years, with its total global conversion signings nearly doubling between 2023 and 2024.

IHG
IHG Hotels & Resorts

IHG Hotels & Resorts

Photo by IHG

ATLANTA – Quick-to-market conversions backed by attractive brands and a powerful commercial engine are a winning combination that is driving growth for IHG Hotels & Resorts (IHG) and its owners. IHG has seen a steady increase of conversion activity in recent years, with its total global conversion signings nearly doubling between 2023 and 2024.

Conversion hotels allow owners to capitalize on fast access to IHG’s leading enterprise, including marketing, technology and distribution resources and more than 145 million IHG One Rewards loyalty members. In the first quarter of 2025 alone, conversions accounted for around 60 percent of global openings and 40 percent of global signings for IHG.

Owners’ growing interest in converting hotels to IHG brands signals that they continue to see tremendous value in our brands and the ability to plug into IHG’s powerful enterprise system. While new build development always will remain important globally, our broad portfolio of soft brands and those that are conducive for conversions across the chain scales give owners more choice and avenues for success. Jolyon Bulley, Chief Executive Officer, Americas at IHG 

IHG’s soft brands include Vignette Collection (in the luxury and lifestyle segment) and voco hotels (in the premium segment), which enjoyed record opening and signing totals in 2024. Premium brand Ruby will offer additional flexibility for owners interested in conversion and adaptive reuse projects, in addition to new builds, across the urban lifestyle space. In the midscale segment, the Garner hotels brand continues to deliver on its promise of quality and affordability for guests and faster ramp-up times for owners.

  • Vignette Collection welcomes independent luxury and lifestyle hotels seeking distinct style and character while benefitting from IHG’s global enterprise. Within a few years of its 2021 launch, the brand already is on pace to nearly triple its global estate and is more than 60 percent of the way to its goal of attracting 100 hotels in its first decade. Following the 2023 opening of its first Americas destination in Washington, D.C., Vignette Collection’s ongoing regional expansion includes recent openings in Lima and San Francisco and signings in Japan, France and Germany.
  • Considered IHG’s fastest growing premium brand, voco hotels invites guests to “come on in” to a consistently thoughtful experience defined by individual charm. The versatile and flexible brand aims to reach 200 open or pipeline global properties by 2028, bolstered by late 2024 Americas openings in Atlanta, Tucson, Ariz., and Laguna Hills, Calif. voco hotels’ latest global signings include six in Greater China and planned market debuts in Canada, Aruba and Türkiye.
  • Within two years of its August 2023 launch, the midscale conversion brand Garner hotels has surpassed 120 open and pipeline hotels and is positioned to quadruple its worldwide reach in the coming years. Garner hotels has gained popularity with owners thanks to its competitive conversion cost per key, flexible design standards and reduced pre-opening costs through a rapid conversion process. Notable recent openings include the 11th Americas Garner hotel in Panama City Beach, Fla. along with global debuts in Germany, Italy and Japan. New signings also will introduce the brand to Canada, Türkiye and beyond.
  • The early 2025 acquisition of premium urban lifestyle brand Ruby, now IHG’s 20th global brand, brings more than 30 hotels to the portfolio. Ruby’s “urban micro” model has proven successful for new build, conversion and adaptive reuse projects across major European cities, including several openings within former office buildings and non-traditional commercial developments. IHG expects Ruby to be ready for franchising within the U.S. later this year and anticipates opening more than 120 branded hotels within the next decade, including new signings in Copenhagen, Berlin and Geneva.

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.

*All numbers as of Q1 2025 unless noted otherwise

Media Contact

Jamie Cwalinski

Senior Manager, Corporate Communications, The Americas, IHG Hotels & Resorts [email protected]

View story source
Development Operations & Strategy Development
IHG
Management CompanyFranchise OrganizationBrand OwnerHotel Group

IHG Hotels & Resorts is a global hospitality company, with a purpose to provide True Hospitality for Good. With a family of 19 hotel brands and IHG One Rewards, one of the world's largest hotel loyalty programmes, IHG has over 6,000 open hotels in over 100 countries, and more than 1,900 in the development pipeline.

voco Hotels
Brand by IHG

Drawing on our years of experience in delivering True Hospitality, voco Hotels, gives people a different choice. Hotels that are reliable enough to depend on, but different enough to be fun. Our new family of hotels are connected by their individual characters, that make memorable travel dependable. Unstuffy hotels, where people feel comfortable to relax, and just get on with relaxing. Hotels that stand out from the crowd.

Ruby Hotels
Brand by IHG

The Munich-based Ruby Group, led by founder and CEO Michael Struck, is breaking new ground with their Lean Luxury philosophy. By having a lean organizational structure and concentrating on the essentials, Ruby manages to create a contemporary, affordable form of luxury for the modern, cost- and style-conscious customers. Founded in 2013, the group already operates four Ruby Hotels, with neun more under construction.

Vignette Collection
Brand by IHG

Whether it’s a city haven, sun-kissed resort, or beyond, IHG’s Vignette Collection will provide one-of-a-kind stays, with each hotel serving up a distinct service style and character. Owners of independent hotels and small chains are increasingly attracted to the opportunity to benefit from the scale, expertise and investment of a global hotel brand leader, such as IHG.

Garner™
Brand by IHG

In August 2023, IHG Hotels & Resorts (IHG) launched its new midscale conversion brand, Garner™ - an IHG Hotel. The brand will be the leading choice for guests wanting great value stays at high-quality properties, and for owners seeking higher returns in the midscale segment. With a promise to deliver ‘easy going stays that get you on your way,’ Garner is designed for value-driven travellers of all ages who want a reliable and relaxed...