## IHG’s Conversion-Friendly Brands: A Catalyst for Growth
### The Rise in Conversion Activity
In an exciting trend for the hospitality industry, **IHG Hotels & Resorts** has experienced remarkable growth in conversion activity. With total global conversion signings nearly **doubling** from 2023 to 2024, it’s clear that hotel owners are increasingly seeing the benefits of aligning with IHG’s reputable brands.
By the first quarter of 2025, conversions accounted for a staggering **60% of global openings** and **40% of global signings** for IHG, showcasing a shift toward **existing properties** integrating into IHG’s powerful enterprise system.
### Insights from IHG Leadership
Jolyon Bulley, the CEO of IHG Americas, expressed the industry’s growing interest in converting existing hotels into IHG brands. He remarked, “**Owners are recognizing the value** in our brands and the many avenues to success we provide through our diverse portfolio. While new builds will always play a crucial role, our extensive range of soft brands allows owners to make choices that optimize their investment potential.”
#### Advantages of IHG’s Soft Brands
IHG’s soft brands—including **Vignette Collection** and **voco hotels**—have made significant strides in attracting owners keen on converting properties. Both brands achieved record openings and signings in 2024, underscoring their appeal within the **luxury and premium segments**.
* **Vignette Collection**: This brand serves independent luxury and lifestyle hotels that cherish individuality while benefiting from IHG’s extensive reach. Launched in 2023, Vignette is poised to almost **triple its global footprint** within the next decade and is already over **60%** towards its goal of attracting **100 hotels**. Following its inaugural opening in Washington, D.C., Vignette is expanding with recent openings in **Lima** and **San Francisco** and new signings in **Japan**, **France**, and **Germany**.
* **voco hotels**: Targeting reach towards **200 properties** globally by 2028, voco has made significant moves in the Americas, with new openings slated for **Atlanta**, **Tucson**, and **Laguna Hills**. This brand is set to debut in markets like **Canada**, **Aruba**, and **Türkiye** with exciting new signings.
### Garner Hotels: Meeting Market Demand
IHG’s **Garner hotels** is carving out its niche in the midscale segment, recently surpassing **120 open and pipeline hotels**. Garner’s promise of quality, affordability, and swift ramp-up times has attracted owners looking for competitive conversion costs. Notable openings include its 11th Americas property in **Panama City Beach, Florida**, along with international expansions into **Germany**, **Italy**, and **Japan**.
### The Innovative Ruby Brand
Just recently, the acquisition of the **urban lifestyle brand Ruby** marked a milestone as IHG’s **20th global brand**. Bringing over **30 hotels** into its fold, Ruby’s unique “**urban micro**” model has seen success in adaptive reuse projects across major European cities. IHG has ambitious plans, anticipating Ruby will enter the U.S. franchising market later this year, with projections for **over 120 branded hotels** in the next decade, including exciting new signings in **Copenhagen**, **Berlin**, and **Geneva**.
### Conclusion: A Future Worth Following
IHG’s ability to innovate and adapt to market demands through conversion-friendly brands positions it as a formidable force in the hospitality landscape. As hotel owners increasingly recognize the value of aligning with established brands, IHG is not just growing—it’s revolutionizing the industry. This growth strategy underscores the flexibility and options available for property owners, paving the way for all stakeholders in the hospitality sector to thrive.
[Explore more about IHG’s initiatives and brands.](https://lodgingmagazine.com/ihg-implements-genesys-cloud-to-elevate-the-guest-experience/)
