IHG has announced the acquisition of the Ruby hotel brand from Germany-based Ruby SARL, marking its entry into the “premium urban lifestyle” market. The Ruby brand is known for its “stylish yet relaxed charm” and “lean luxury,” which includes comfortable amenities alongside cost-saving efficiencies such as automated check-in.
Ruby currently operates 20 hotels across Europe, with locations in Germany, the U.K., Austria, Switzerland, Italy, Ireland, and the Netherlands. There are also 10 more hotels in development. Under the terms of the deal, IHG will acquire Ruby’s brand and franchise business for approximately $116 million. However, Ruby Group will continue to manage existing hotels and those planned for Edinburgh, Marseille, Rome, and Stockholm over the next three years.
IHG plans to integrate Ruby into its global network by leveraging its hotel loyalty program. The company aims to expand Ruby to over 120 hotels within a decade and more than 250 worldwide in 20 years. IHG CEO Elie Maalouf stated: “We are delighted with the acquisition of Ruby, which further enriches our portfolio with an exciting, distinct and high-quality offer for both guests and owners in popular city destinations.”
The integration of existing Ruby hotels into IHG One Rewards is expected to be completed by March 21, 2026. All pipeline hotels are anticipated to open by the end of 2027.
This acquisition follows similar moves by other major hotel groups focusing on lifestyle brands. Hilton recently acquired a majority stake in NoMad’s parent company while Hyatt took over Standard International and Dreams Hotel Group.
IHG has previous experience with acquisitions in this segment; it acquired a majority stake in Regent in 2018 and Kimpton more than a decade ago. With this acquisition, Ruby becomes the 20th brand under IHG’s umbrella.
