Hotel group IHG Hotels & Resorts is recording significant growth in the Northern European market. Its portfolio in countries such as Germany, Austria, Poland, and Sweden now comprises more than 400 existing and pipeline properties. Most recently, the hotel company passed the threshold of 1,000 open hotels across Europe. In Northern Europe, the group currently operates 311 properties, with a further 105 hotel projects in the pipeline.
Germany occupies a key position within this expansion strategy. With more than 250 open and pipeline hotel locations, the company has more than doubled its presence in the German market since the beginning of 2024. Recent project completions in major German cities include the Kimpton Main Frankfurt, marking the luxury and lifestyle brand's debut in the country. The list of completions is supplemented by Candlewood Suites Berlin Charlottenburg and Garner Hotel Hamburg - Graf Moltke.
Conversions dominate transaction activity
Structurally, growth in Northern Europe is primarily driven by conversions of existing properties. In the first three quarters of the year, hotel conversions accounted for 85 per cent of signings and 95 per cent of openings in the region. This trend was even more pronounced in the German market, where 100 per cent of new signings and 93 per cent of openings were achieved via conversions. This approach enabled both established brands and younger concepts to secure rapid market entry.
The group has also set operational accents in neighbouring markets recently. Alongside the openings in Germany, the company reported the opening of Crowne Plaza Vienna in Austria, among others. In Poland, Hotel Indigo Krakow - Wawel Castle and voco Katowice recently commenced operations.
Strategic direction of the brand family
Mario Maxeiner, Managing Director Northern Europe at IHG Hotels & Resorts, explained that reaching more than 400 open and pipeline properties reflects the trust of property owners. Alongside Germany's central function, the company sees substantial opportunities in Austria, Poland, and Sweden. Further development potential exists both in new-build projects and acquisitions of existing properties, supported by local partnerships and IHG's proprietary distribution and technology infrastructure, including the IHG One Rewards loyalty programme, which counts more than 160 million members.
- —Luxury and Lifestyle: High-end hotel concepts such as Kimpton for prime city centre locations
- —Premium: Established brands such as Crowne Plaza and voco for business and leisure travellers
- —Suites and Essentials: Extended-stay and standard formats such as Candlewood Suites and Garner
- —Overall portfolio: 21 brands for tailored operating concepts in building conversions
