IHG Adds 11 European Hotels as Conversions Speed Up Growth

IHG Hotels & Resorts said that it will add 11 hotels across Germany, Belgium, and France. The properties are currently operated under PentaHotels and will be converted to IHG brands under long-term franchise agreements. They are expected to join IHG’s system in the first half of 2027.

The deal covers more than 1,800 rooms. Six hotels are in Germany, including Leipzig, Bremen, and Wiesbaden. Four are in Belgium, including Brussels Airport and Brussels city center. One hotel is in France at Paris Charles de Gaulle Airport, a major international gateway.

The locations support business, city, and airport demand

The portfolio is focused on practical travel locations rather than resorts. City-center hotels can attract business travelers during the week and leisure guests on weekends. Airport hotels can serve passengers with early flights, airline crews, transit travelers, and people affected by delays or cancellations.

IHG is using conversions to grow faster

The hotels are not new-build projects. They are existing properties that will be rebranded under IHG.

For the owners, joining IHG gives the hotels access to a larger booking platform, corporate sales network, and IHG One Rewards. That can help the properties reach more international guests and compete more effectively against independent hotels or smaller regional brands.

Holiday Inn, voco, and Garner target different guests

The hotels will move under three IHG brands: Holiday Inn, voco, and Garner. Holiday Inn is a familiar upper-midscale brand used by business and leisure travelers. Voco is an upscale brand for hotels that want a more individual identity while still using IHG’s global platform. Garner is IHG’s midscale conversion brand, built for simpler and faster rebranding.

The deal fits IHG’s wider European expansion

IHG already has more than 1,230 open and pipeline properties across Europe. This includes more than 190 open hotels in Germany, 70 in France, and 17 in Belgium. The 11 new signings will join a wider regional pipeline of 264 hotels.

Conversions are becoming a faster path to hotel growth

The deal also fits a wider hotel industry shift. IHG, Marriott, and Hyatt are putting more focus on hotel conversions as midscale development becomes harder to justify. High construction costs, expensive land, and tighter financing have made new-build hotels more difficult, especially for value-focused brands.

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