IHG Hotels & Resorts’ Ruby Brand to Make US Debut

IHG Hotels & Resorts is bringing its Ruby Hotels brand to the United States.

The hotel giant’s 20th global brand was founded in Germany in 2013, and now includes 34 open or pipeline hotels in major cities across Europe.

Ruby will target new build, conversion and adaptive reuse properties in U.S. city centers, appealing to both budget- and style-conscious travelers, IHG said.

Ruby hotels in the U.S. will boast rooms featuring cozy beds, premium finishes and fixtures, rainfall showers, and high-quality bath amenities. Meanwhile, public spaces will welcome guests through locally crafted interiors and destination 24/7 bars serving both unique cocktails and barista coffee.

“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,” Jolyon Bulley, CEO, Americas, IHG Hotels & Resorts, said in a statement.

“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,” Bulley concluded.

“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,” added Lauren Krostue, Vice President, Global Brand Management, Ruby.

“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.”

IHG recently expanded its footprint in Mexico with the signing of six new voco hotels.

This article originally appeared in TravelPulse.

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