IHG Hotels & Resorts has announced the U.S. launch of Ruby Hotels, the company’s 20th global brand and its latest entry in the premium segment. Ruby is designed to appeal to style- and cost-conscious travelers in dense urban markets, while offering owners a flexible and space-efficient investment option.
Originally founded in Germany in 2013, Ruby has grown to 34 open or pipeline hotels across major European cities. Its introduction to the U.S. marks a significant step in IHG’s global expansion strategy, with plans to grow the brand to more than 120 hotels worldwide within the next decade and over 250 in the next 20 years.
Flexible model for urban development
Ruby’s model is built for urban environments where real estate costs and space limitations are common. The brand supports a variety of development formats, including new builds, conversions, and adaptive reuse projects—making it well suited for high-barrier city markets.
For travelers, Ruby focuses on delivering high-quality essentials while eliminating non-essential extras. This approach supports efficient operations and strong economics for owners.
Key guest features include:
- Stylishly designed rooms with premium finishes
- Cozy beds and rainfall showers
- High-quality bath amenities
- Locally inspired public spaces
- 24/7 destination bars serving cocktails and barista coffee
Ruby’s U.S. entrance aligns with IHG’s efforts to meet rising demand in the “urban micro” segment—a fast-growing category centered on compact, experience-driven accommodations in major cities.
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.”
New opportunities for owners, suppliers, and travelers
By joining the IHG portfolio, Ruby hotels gain access to IHG’s global distribution, technology platforms, and the IHG One Rewards loyalty program. This integration is expected to accelerate Ruby’s reach and visibility in the U.S. market.
Lauren Krostue, Vice President, Global Brand Management, Ruby, added, “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.”
With Ruby, IHG is reinforcing its commitment to growth in high-demand urban locations, offering a distinct brand that balances guest appeal with owner efficiency.
