IHG Hotels & Resorts is accelerating its European expansion with a strategic multi-country agreement that will bring 11 new hotels into its portfolio across Germany, Belgium and France – a move that signals growing confidence in the region’s travel rebound and long-term demand.
The deal, structured through long-term franchise agreements, will see the properties rebranded under IHG’s Holiday Inn, voco and Garner brands. Currently operating as PentaHotels, the assets will undergo conversion and are expected to join IHG’s system in the first half of 2027.
Spread across some of Europe’s most dynamic destinations, the portfolio includes six hotels in Germany – covering cities such as Leipzig, Bremen and Wiesbaden – alongside four properties in Belgium, including Brussels Airport and the capital’s city centre. France will add one strategically located hotel at Paris Charles de Gaulle Airport, one of Europe’s busiest travel hubs.
The expansion also marks a significant milestone for Garner, IHG’s fast-growing midscale conversion brand, which will make its debut in Belgium through this agreement. At the same time, the additions will reinforce IHG’s presence in Germany, where the company is approaching nearly 50 hotels under the brand.
Behind the strategy is IHG’s commercial ecosystem – a key driver in attracting conversion opportunities. By integrating the hotels into its global platform, the company aims to boost brand visibility, increase direct bookings and leverage the reach of its IHG One Rewards loyalty programme, which continues to attract both domestic and international travellers.
Karin Sheppard, Senior Vice President and Managing Director for Europe at IHG Hotels & Resorts, described the agreement as a clear endorsement of the region’s growth trajectory. She highlighted the appeal of IHG’s brand portfolio and enterprise systems, particularly for owners seeking efficient conversions in prime urban and airport locations.
The partnership brings together key players in the European hospitality and investment landscape. The hotels will be owned by a joint venture between Ironstone Group and Ogilvy Management, with financial backing from Castlelake and Goldman Sachs. Operations will be handled by Bralower & Loewe Hospitality Partners, a Luxembourg-based management company established specifically to oversee branded hotel assets in collaboration with global operators.
For Ironstone Group, the agreement represents an opportunity to reposition high-quality assets under globally recognised brands while responding to evolving traveller expectations. The focus is on delivering tailored, experience-driven hospitality in locations that continue to attract strong demand.
IHG’s broader European pipeline underscores the scale of its ambition. The company currently has more than 1,230 open and pipeline properties across the region, including over 190 hotels in Germany, 70 in France and 17 in Belgium. A further 264 properties are in development, reflecting sustained investment and expansion momentum.
This latest agreement not only strengthens IHG’s foothold in key European markets but also highlights a wider industry trend – the growing shift towards brand conversions as owners seek resilience, distribution power and operational expertise in an increasingly competitive landscape.
As the new hotels prepare to transition into IHG’s ecosystem, the group is positioning itself to capture rising travel demand while offering guests greater choice across midscale and premium segments – a strategy that continues to redefine the European hospitality map.
