Franchise model with 34 hotels in Europe wants to reach 120
properties globally during the next decade.
ATLANTA – IHG Hotels & Resorts is bringing its recently
acquired Ruby Hotels brand to the U.S., prioritizing major U.S. urban markets with
new build, conversion and adaptive reuse opportunities.
While no specific franchise deals in the U.S. were mentioned as part
of IHG’s announcement, Americas CEO Jolyon Bulley said the goal is to grow the
brand founded in Germany in 2013 to more than 120 global hotels during the next
decade and more than 250 during the next 20 years. There are currently 34 Ruby
hotels open or in the pipeline in major European cities. Bulley added that IHG is already engaging
with potential owners about Ruby development opportunities.
“Ruby is a brand built for the future of hospitality,”
Bulley added. “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 empowers IHG to connect with a new type of traveler –
the individualist who values soulful, character-driven premium stays at an
affordable price point,” said Lauren Krostue, vice president, Global Brand
Management, IHG. “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.”