IHG Hotels & Resorts has announced the introduction of Ruby Hotels to the United States, opening development opportunities for its 20th global brand. The premium urban lifestyle concept, originally founded in Germany in 2013, has built a strong presence across Europe with 34 hotels either open or in the pipeline, and now aims to replicate that success in major U.S. cities.

Targeting style-conscious yet cost-aware travellers, Ruby is designed for city-centre markets often constrained by limited space and high entry barriers. Each property combines character-led interiors with efficient layouts, offering compact yet premium guestrooms fitted with cosy beds, rainfall showers, high-quality amenities, and stylish finishes. Guests will also benefit from social public spaces that feature local design elements and 24/7 destination bars serving cocktails and speciality coffee.

IHG’s strategy for Ruby in the U.S. will include new builds, conversions, and adaptive reuse projects, focusing on flexible development to suit a range of urban opportunities. “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 travelled locations,” said Jolyon Bulley, CEO, Americas, IHG Hotels & Resorts. “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.”

The launch forms part of IHG’s long-term growth plan, with ambitions to expand Ruby to more than 120 properties worldwide within the next decade and over 250 hotels in the next 20 years. Owners joining the brand in the U.S. will also gain access to IHG’s global enterprise platform, which includes advanced distribution technology and the IHG One Rewards loyalty programme.

Ruby’s positioning in the fast-growing “urban micro” category aligns with IHG’s wider premium segment strategy. Lauren Krostue, Vice President, Global Brand Management, Ruby, commented: “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. 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 expects Ruby to benefit from rising demand for flexible city hotels that balance premium quality with affordability, while owners gain a turnkey solution tailored to dense urban locations.