New Hotel Openings Unlock More Affordable Stays Across Europe

Since the start of 2024 IHG Hotels & Resorts has grown its hotel brand footprint in Europe by launching nine of its sub-brands into a record 13 different countries. This development is a blend of new operating hotels and signed projects solidifying the group's footprint in core categories from economy to luxury. IHG strategy underscores its emphasis on accessing aspirational markets that are experiencing elevated speed of growth and traveler expectations across the continent.

This expansion brings IHG’s open and pipeline hotel count in Europe to over 1,100 properties across 39 countries. Luxury brands such as InterContinental, Kimpton, and Vignette Collection are now available in countries like Serbia, Hungary, and Greece. Meanwhile, more affordable options, including voco, Holiday Inn Express, and the newly introduced Garner Hotels, are entering destinations like Sweden, the Netherlands, and Italy, giving travelers broader choices in both major cities and emerging tourist spots.

With these new openings, travelers will benefit with higher availability towards the central city destinations that are now growing more popular. For instance, Budapest’s new Kimpton hotel places visitors within walking distance of the city's historic thermal baths and UNESCO-listed Castle District. Those going to Montenegro, likely know that they currently can check in at the new Crowne Plaza in Podgorica the gateway of the country's Adriatic coastline, with mountainous national parks.

Cultural exploration is also enhanced by this expansion. In Greece, new IHG signings in Crete offer proximity to ancient Minoan ruins and scenic Mediterranean beaches, while Garner’s debut in Rome positions travelers near iconic landmarks such as the Colosseum and Vatican City. The Staybridge Suites Malaga is geared towards extended stay and digital nomads alike targeting those who value comfort with few restrictions for anyone spending extended time on the southern coast of Spain.

This growth foreshadows a larger push for convenience and quality by travelers who are going to discover Europe.With IHG’s loyalty programme now usable in more destinations, frequent guests benefit from seamless travel experiences. For leisure and business travelers alike, the growing network means greater reliability, more choices, and access to new regions that were previously underserved by global hotel brands.