IHG’s Conversion-Friendly Brands Fuel Growth

IHG Hotels & Resorts (IHG) has experienced a significant increase in conversion activity over the past few years, with a nearly twofold rise in global conversion signings between 2023 and 2024. In the first quarter of 2025, conversions made up about 60 percent of global openings and 40 percent of global signings for IHG.

Jolyon Bulley, the CEO for the Americas at IHG, stated that the growing interest among owners in converting hotels to IHG brands demonstrates the value they see in the brands and the benefits of being part of IHG’s enterprise system. While new constructions will remain crucial globally, IHG’s range of soft brands offers owners more options for success, including Vignette Collection and voco hotels in the luxury and premium segments.

Vignette Collection caters to independent luxury and lifestyle hotels looking to benefit from IHG’s global brand influence, with plans to expand its global presence significantly. voco hotels aims to have 200 properties worldwide by 2028, with recent openings in the Americas and upcoming debuts in various countries. Garner hotels, launched in 2023, has already exceeded 120 open and upcoming hotels and is set to expand further in the future. The acquisition of Ruby in early 2025 adds more than 30 hotels to IHG’s portfolio, with plans for extensive growth in the coming years.