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
About IHG®
IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 17 hotel brands and IHG Rewards, one of the world’s largest hotel loyalty programmes, IHG has over 6,000 open hotels in more than 100 countries, and a further 1,800 in the development pipeline.
- Luxury & Lifestyle: Six Senses Hotels Resorts Spas, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Vignette Collection, Kimpton Hotels & Restaurants, Hotel Indigo
- Premium: voco Hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
- Essentials: Holiday Inn Hotels & Resorts, Holiday Inn Express, avid hotels
- Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
InterContinental Hotels Group PLC is the Group’s holding company and is incorporated and registered in England and Wales. Approximately 350,000 people work across IHG’s hotels and corporate offices globally.
Visit us online for more about our hotels and reservations and IHG Rewards. For our latest news, visit our Newsroom and follow us on LinkedIn, Facebook and Twitter.
Jamie Cwalinski
Senior Manager, Corporate Communications, The Americas, IHG Hotels & Resorts
IHG
