IHG expands in Europe with 11 new hotels across three countries

International

More than 1,800 rooms to be added in Germany, Belgium and France by 2027

IHG Hotels & Resorts is accelerating its growth in Europe with the signing of long-term franchise agreements for 11 hotels in Germany, Belgium and France. The properties, currently operated under another brand, will be converted to IHG’s Holiday Inn, voco and Garner brands, expanding the group’s footprint in key urban and airport locations. In total, the portfolio will add more than 1,800 rooms and is expected to join IHG’s system in the first half of 2027.

The expansion covers six hotels in Germany with 1,125 rooms in cities including Leipzig, Bremen and Wiesbaden, four hotels in Belgium with 497 rooms in Brussels and at the airport, and one property with 186 rooms near Paris Charles de Gaulle Airport. The agreement also marks the introduction of the midscale conversion brand Garner in Belgium and strengthens its presence in Germany, where the brand’s portfolio is approaching 50 hotels.

Conversion strategy targets domestic and international demand

By integrating the hotels into its global system, IHG aims to enhance brand visibility, increase direct bookings and leverage its international loyalty programme. The move is designed to capture both domestic and international demand, particularly in high-traffic locations such as city centres and transport hubs.

“This agreement reinforces our strong confidence in the attractiveness and growth potential of the European hotel market for IHG, and underlines the appeal of our leading brands and enterprise for conversion opportunities,” said Karin Sheppard, SVP & Managing Director Europe at IHG Hotels & Resorts. “We’re delighted to partner with Ironstone Group and Ogilvy Management to welcome 11 high-quality hotels into our portfolio – all in prime city-centre and key airport locations.”

Partnership-driven expansion model

The hotels will be owned by a joint venture between Ogilvy Management and Ironstone Group, with financing provided by Castlelake and Goldman Sachs. Operations will be managed by Bralower & Loewe Hospitality Partners, a Luxembourg-based company established to oversee branded hotel assets in cooperation with global hospitality groups.

“Together, we are committed to providing exceptional hospitality and tailored services that meet the evolving needs of travellers across Europe,” said Thomas Bralower of Ironstone Group. “Partnering with a world-renowned hospitality company such as IHG enables us to convert these properties quickly and seamlessly.”

Growing portfolio across Europe

IHG continues to expand its European presence through a mix of new builds and conversions. The group currently has more than 1,230 hotels open or in development across the region, including over 190 in Germany, 70 in France and 17 in Belgium. A further 264 properties are in the pipeline.

With the addition of the 11 newly signed hotels, IHG reinforces its strategy of strengthening brand presence in key markets while offering travellers a broader range of accommodation options across segments and destinations.