InterContinental Hotels Group is once again expanding its footprint.
IHG Hotels & Resorts CEO Elie Maalouf said in the company’s third-quarter financial disclosure this week that building on the success of opening new hotels around the world this quarter and throughout 2025, IHG will “launch a new family of brands in large, fast-growing premium segments in the coming months.”
As TPG previously reported, a collection brand typically refers to a relatively small group of independent hotels that are locally focused or often have a boutique feel. These remodeled properties help companies like IHG (for example, through Vignette, and sibling portfolios like Voco and Garner) increase room numbers while helping owners avoid costly new builds or major and costly changes to brand standards.
Instead, they are flying the flag of popular brands that we are all familiar with, rather than hotels that tell similar stories despite geographical differences. We’ve seen similar examples recently from Marriott (Series), Hilton (Opening), and Hyatt (Improvised).
Related: IHG One Rewards: How to earn and redeem points, elite status and more
While we don’t yet know the name of IHG’s new brand, here’s what we know so far.
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The new IHG Select brands will initially focus on Europe, the Middle East, Africa and the Americas. “These regions have a significant proportion of high-quality hotels with their own unique characteristics, and Select brands will expand our offering to guests and allow more owners to benefit from our enterprise platform,” Maalouf said. That means the U.S. won’t be the new brand’s first stop.
In addition, IHG said that “the brand will complement our versatile upscale conversion brand voco, which has opened 225 hotels and pipeline hotels in more than 30 countries since its launch in 2018” and that “it will also seek to replicate the success of the Vignette Collection launched in 2021, which is positioned higher in the luxury and lifestyle category and is already ahead of its target of 100 hotels in ten years with 27 open so far” hotels, and another 41 pipeline properties are in the pipeline.”
So far, we know that the brand will be part of the Premium Collection (similar to Voco, Even, Ruby and Crown Plaza). We also know that it will launch in the next few months, so the wait for the brand to be revealed won’t be too long.
bottom line
InterContinental Hotels Group is preparing to open another family of brands, a growing trend across the hotel industry. When the brand launches in a few months, it will become part of IHG’s Premium Collection and make its debut in Europe, the Middle East and Africa. Stay tuned for more details.
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