IHG presents (another) new brand

IHG is expanding its presence again.

Building on the company’s success in opening new properties around the world both this quarter and in 2025 as a whole, IHG will launch “a new collection brand within the large, fast-growing premium segment in the coming months,” Elie Maalouf, CEO of IHG Hotels & Resorts, said in the company’s third-quarter financial statement this week.

As TPG previously reported, a collection brand generally refers to a relatively small group of independent hotels with a local focus or, often, a boutique feel. These conversion properties help companies like IHG (for example, through Vignette, along with sister portfolios such as Voco and Garner) increase room numbers while helping owners avoid the costly new builds or significant and costly changes that come with brand standards.

Instead, they raise the flag of popular brands we all know about properties that tell a similar story despite geographical differences. We have seen similar examples of Marriott (Series), hilton (Home) and Hyatt (Unscripted) recently too.

Related: IHG One Rewards: How to earn and redeem points, elite status and more

While we still don’t know the name of the new IHG brand, here’s what we know so far.

The new IHG Collection brand will initially focus on Europe, the Middle East, Africa and the Americas, “where there is a significant proportion of high-quality hotels with their own unique identity, and where a Collection brand will expand our offering to guests and allow more owners to benefit from our business platform,” according to Maalouf. This means that the United States will not be the first stop for this new brand.

In addition, IHG said that “the brand will complement our versatile premium conversion brand, voco, which has already reached 225 open and pipeline hotels in more than 30 countries since its launch in 2018” and also that it “will also seek to replicate the success of Vignette Collection, launched in 2021, which is positioned higher in the luxury and lifestyle category and is already ahead of its goal of reaching 100 hotels within a decade, currently with 27 open and another 41 pipeline properties.”

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 be launching in the coming months, so the wait for the brand reveal shouldn’t be too long.