US Hotel Market Sees Rapid Expansion as IHG Hotels & Resorts Sets Record Conversions Across Vignette Collection, voco, and Garner Brands Amid Strong Q1 Performance This Year – Travel And Tour World

IHG Hotels & Resorts is propelling a dramatic expansion in the US hotel industry by taking advantage of record-conversion activity, specifically among its top-performing brands—Vignette Collection, voco, and Garner Hotels. More than sixty percent of IHG’s new hotel launches and nearly half of its signings in early 2025 stemmed from conversions, reflecting the company’s intentional focus on reflagging existing properties as a quicker and more efficient growth strategy. With new-construction challenges and increased demand for differentiated guest experiences, IHG’s flexible and scalable model for conversion has set the company up for solid marketplace performance and sustained dominance in the US hospitality industry.

IHG Hotels & Resorts is reshaping the American hospitality scene by making hotel conversions a central pillar of its ambitious expansion blueprint across the country. The global hospitality giant nearly doubled its conversion signings from 2023 to 2024, with conversions now accounting for approximately sixty percent of global hotel openings and forty percent of signings in the first quarter of 2025. This strategic pivot is powered by high-performing lifestyle and upscale brands such as Vignette Collection, voco hotels, and Garner Hotels. As market dynamics shift and development timelines tighten, IHG’s conversion-centric growth approach is positioning the company for sustained leadership in both mature and emerging markets.

Why Hotel Conversions Are Driving IHG’s US Growth

Hotel conversions—where existing independent or branded hotels are repositioned under a new brand flag—are proving to be a strategic advantage for IHG. In a competitive US market where new builds often face regulatory hurdles and extended lead times, conversions allow IHG to expand its footprint faster and more cost-effectively. Conversions also help independent hotel owners gain access to IHG’s global distribution systems, loyalty programs, and operational expertise without incurring the capital expenditures typically required for ground-up developments.

In early 2025, conversions were responsible for more than sixty percent of IHG’s global hotel openings, highlighting their growing role in the company’s overall expansion plan. By aligning with hotel owners looking to reposition or revitalize existing properties, IHG is enabling rapid brand expansion, particularly in high-demand urban and secondary markets across the US.

Spotlight on Vignette Collection: A Luxury Brand on the Rise

Introduced in 2021, Vignette Collection was designed to tap into the growing demand for independent, design-led luxury hotels while still providing the operational backbone of a global brand. The brand has seen impressive growth, on track to nearly triple its estate in under five years.

With a goal of reaching one hundred properties globally within its first decade, Vignette Collection has already surpassed sixty percent of that milestone. The US has emerged as a strategic region for its growth, starting with its debut location in Washington, D.C., in 2023. Shortly after, the brand added a high-profile property in San Francisco, marking its expansion along the US West Coast.

These hotels are crafted to appeal to guests who value bespoke luxury and distinct character over the standardized feel of conventional hotel chains. This makes the brand highly appealing to conversion candidates that offer architectural uniqueness or strong local character.

voco Hotels: Upscale Meets Efficiency

Another pillar of IHG’s conversion-driven expansion is voco Hotels, a brand that combines upscale comfort with a relaxed, unstuffy atmosphere. Since its inception, voco has emerged as one of IHG’s fastest-growing brands, particularly attractive to owners looking to reposition midscale or upper-midscale properties without extensive capital investment.

voco’s appeal lies in its flexible brand standards and efficient conversion model, which allows hotels to maintain some of their original charm while aligning with IHG’s quality assurance and service benchmarks. The result is a win-win: hotel owners benefit from greater visibility and customer loyalty, while guests enjoy elevated experiences at accessible price points.

voco properties in urban centers, airport hubs, and leisure destinations across the US are drawing strong performance metrics and proving the brand’s long-term viability in the conversion space.

Garner Hotels: Capturing the Essentials of Value-Driven Travel

Launched in 2023, Garner Hotels is one of IHG’s newest additions and is uniquely positioned to capitalize on conversion opportunities in the midscale segment. The brand emphasizes warmth, reliability, and value, targeting travelers who want consistency without frills. Garner’s lean operating model and low-cost conversion path make it especially attractive to owners of older properties looking to rebrand with minimal disruption.

Garner is already gaining traction with multiple signings in the US, reinforcing its potential to become a dominant force in the midscale conversion market. The brand’s asset-light requirements and operational flexibility help streamline onboarding, a major draw for hotel owners navigating post-pandemic recovery and inflationary pressures.

Strategic Brand Deployment in Key US Cities

IHG’s conversion strategy is laser-focused on high-opportunity cities and states where demand remains strong, but hotel development faces structural challenges. Markets like Washington, D.C., San Francisco, New York, Atlanta, and Dallas are proving fertile ground for conversions due to land constraints, labor shortages, and permitting bottlenecks.

In these urban markets, IHG leverages its established infrastructure, loyalty base, and regional expertise to help converted properties hit the ground running. Moreover, conversion projects in these areas tend to generate faster returns and quicker brand visibility due to existing demand channels.

IHG’s regional teams work closely with owners and developers to streamline the conversion process, from feasibility studies to brand compliance and go-live execution. This proactive engagement is a critical differentiator and has helped the company maintain a robust US development pipeline.

Performance Metrics Reinforce Strategy

IHG’s conversion-led growth is not only visible in property openings but is also reflected in strong financial metrics. In the first quarter of 2025, the group reported a global RevPAR (revenue per available room) increase of 3.3 percent. The Americas—driven largely by US performance—saw RevPAR growth of 3.5 percent, highlighting the effectiveness of IHG’s strategic direction.

This growth is underpinned by the combination of increased brand presence through conversions and a broader rebound in corporate and leisure travel. As travelers continue to return to cities and major tourist hubs, converted hotels under IHG’s umbrella are benefiting from built-in demand and brand loyalty.

Global Expansion with an Eye on India

While the US remains a focal point for conversions, IHG is also expanding aggressively in other key markets. The launch of Crowne Plaza Lucknow brings IHG’s presence in India to fifty properties, highlighting the company’s broadening international footprint and its commitment to strategic market growth.

India’s growing middle class, expanding domestic travel, and improved infrastructure make it a high-potential market for both new builds and conversions. The 110-room Crowne Plaza Lucknow caters to both business and leisure travelers and strengthens IHG’s foothold in one of Asia’s fastest-growing hospitality markets.

What’s Next for IHG’s Conversion Strategy?

IHG’s conversion-led growth model is likely to remain a core component of its global expansion for the foreseeable future. With a proven track record across segments—from luxury to midscale—the company is well-positioned to continue capturing market share in the US and beyond.

Future growth will likely involve deeper investment in technology to streamline conversion timelines, enhanced training programs for property teams, and expanded franchise support to attract more independent hotel owners. IHG’s ability to offer brand diversity, operational scalability, and rapid deployment makes it an ideal partner for owners navigating today’s complex hospitality landscape.

In addition, eco-conscious practices and guest well-being are emerging as powerful elements that set hospitality brands apart in a competitive market. As part of the conversion process, IHG is working with owners to integrate green building practices, reduce energy usage, and align with evolving traveler expectations for responsible tourism.

IHG Hotels & Resorts is reshaping the trajectory of U.S. hospitality growth by strategically accelerating its presence through high-impact hotel conversions. Brands like Vignette Collection, voco hotels, and Garner Hotels offer a strategic blend of brand recognition, flexibility, and operational efficiency that appeals to modern travelers and property owners alike. Backed by strong RevPAR performance and a rising share of signings from conversions, IHG is not only expanding faster but also creating more resilient, guest-centric hotel experiences.

IHG Hotels & Resorts accelerates rapid US expansion through record US hotel conversions of its key brands such as Vignette Collection, voco, and Garner, as most global openings in a record first quarter were through conversions. This strategic conversion allows for accelerated expansion in high-growth markets under conditions of increased development hurdles.

As conversion opportunities continue to emerge, particularly in competitive urban markets, IHG’s multi-brand portfolio, robust support systems, and commitment to innovation make it a frontrunner in the next chapter of hospitality growth.