Premium brand will bring soulful design and efficient, turnkey development to urban markets, building on successful European presence.

IHG Hotels & Resorts (IHG) announces development opportunity availability in the U.S.* for Ruby Hotels (Ruby), its 20th global brand.

As the latest addition to its premium collection of brands, Ruby will offer a new and attractive option for cost- and style-conscious travelers in U.S. city centers. For owners, the brand represents a versatile alternative that is ready made for urban settings often challenged by significant barriers to entry and space constraints.

Ruby’s U.S. market debut marks a notable milestone in its global expansion, building on its addition to the IHG portfolio earlier this year. Founded in Germany in 2013, Ruby’s expanding presence now includes 34 open or pipeline hotels in major European cities. Much like its European foothold, IHG’s strategic growth plan for Ruby will prioritize major U.S. urban markets and accommodate a range of project types including new build, conversion and adaptive reuse.

Through its premium urban lifestyle approach, Ruby emphasizes the elements and amenities that guests prioritize while eliminating unwanted extras. Each hotel offers standardized and beautifully appointed room options featuring everything guests need for a comfortable stay, including cozy beds, premium finishes and fixtures, rainfall showers and high-quality bath amenities. Ruby’s public spaces additionally welcome travelers and neighbors through locally crafted interiors and destination 24/7 bars serving unique cocktails and barista coffee.

Jolyon Bulley, CEO, Americas, IHG Hotels & Resorts said: “Ruby is a brand built for the future of hospitality. Its success in Europe speaks to the growing demand for flexible, lifestyle-focused hotels in highly traveled locations. Ruby’s U.S. introduction will complement our premium portfolio and offer owners a differentiated product with strong economics and scalable growth potential. We’re encouraged by the initial interest and buzz around Ruby, which reinforces our confidence in its appeal and ability to thrive in this market.”

Ruby’s U.S. availability reflects IHG’s ambition to grow the brand to more than 120 global hotels during the next decade and more than 250 during the next 20 years. Joining forces with IHG allows Ruby owners to draw on a powerful enterprise platform of distribution and technology systems, as well as one of the world’s biggest hotel loyalty programs in IHG One Rewards. IHG expects continued accelerated global growth in the “urban micro” segment, creating opportunity for even greater owner and traveler interest in Ruby.

Lauren Krostue, Vice President, Global Brand Management, Ruby said, “Ruby empowers IHG to connect with a new type of traveler – the individualist who values soulful, character-driven premium stays at an affordable price point. In bringing Ruby to the U.S., we will retain what’s made the brand so special in Europe – including its unique design and operating model – while localizing certain elements to reflect market needs. We look forward to introducing the Ruby experience to a new group of owners and guests and showcasing what sets the brand apart in the increasingly popular ‘urban micro’ segment.”

* The franchise registration for Ruby Hotels is still pending in certain states. IHG encourages interested owners and developers to contact the IHG Development team to confirm local franchise opportunity availability.