IHG Just Acquired Ruby Hotels – And Here’s Why That’s a Big Deal for You (and Ben's Big Deal)

IHG One Rewards members, take note — there’s a shiny new boutique hotel brand coming into the fold, and it’s called Ruby.

On February 18, 2025, IHG announced the acquisition of its 20th hotel brand, Ruby Hotels, for €110.5 million (around $116 million). This isn’t just another hotel brand with a fancy lobby and pillow menu — Ruby Hotels brings something fresh to the IHG family: “lean luxury” in the heart of Europe’s most vibrant cities.

Let’s break down what this means for you, how soon you can use points here, and why Ben's Big Deal is watching this one closely.

What Is Ruby Hotels?

Think of Ruby as your artsy, city-dwelling cousin who always finds the coolest Airbnb — but this time, it’s backed by IHG and bookable with points.

Born in Munich in 2013, Ruby Hotels is all about stylish, functional, urban lifestyle stays. They’ve coined the term “lean luxury,” meaning they keep things efficient and modern while still offering:

• Plush beds and luxe showers with fluffy towels

• 24/7 cocktail bars

• Fast Wi-Fi and great workspaces

• And yes, even Marshall amps for electric guitars (which raises some interesting soundproofing questions)

These hotels are clearly designed for digital nomads, creatives, and location-independent travelers — the exact kind of folks who hang out with Ben’s Big Deal.

Where Can You Find Ruby Hotels?

As of now, Ruby Hotels operates 20 properties with 3,483 rooms across 13 cities in seven European countries. Here’s where they’re located:

• Germany: Munich (2), Dusseldorf (3), Frankfurt, Cologne, Hamburg, Stuttgart

• United Kingdom: London (3)

• Austria: Vienna (3)

• Switzerland: Zurich, Geneva

• Netherlands: Amsterdam

• Ireland: Dublin

• Italy: Florence

There are 10 more hotels in the pipeline, expected to add 2,235 rooms in places like Edinburgh, Marseille, Rome, and Stockholm, with most openings happening by 2027.

IHG has big plans here. They’re aiming for 120 Ruby Hotels within the next 10 years, and over 250 within 20. That means we’ll likely see Ruby expand into the U.S. and Asia before long.

Why This Matters for Points & Miles Travelers

Let’s get to the good stuff. IHG One Rewards members will soon be able to earn and redeem points at Ruby Hotels. The full integration is expected to be complete by March 31, 2026, though you might see some properties pop into the booking system even sooner.

Here’s why this matters:

• More boutique-style options in prime European cities

• High-speed internet and workspaces for the location-independent crowd

• A fresh lifestyle brand that could offer strong value redemptions, especially in cities where traditional IHG brands are overpriced or underwhelming

If you’ve ever wished there was a cool, centrally located hotel you could book with points in places like Florence, Amsterdam, or Vienna — this is exactly that.

Ben’s Take

IHG’s move to acquire Ruby Hotels is a smart one. This isn’t about just adding more hotel rooms — it’s about capturing the design-conscious traveler who wants an experience, not just a place to sleep.

To me, Ruby feels like what Moxy or Aloft want to be — but with a European flair and a bit more soul. I’d say it slots into the IHG portfolio just below Hotel Indigo, and definitely below Kimpton in terms of luxury, but it has personality. And personality matters.

The fact that Ruby will still be operated by Ruby SARL means the brand should retain some of its unique vibe. That’s a win. Too often, boutique brands get acquired and lose their identity in the process. Ruby seems poised to hold onto its voice.

Who Should Watch This Brand?

• Digital nomads and remote workers who want a hotel designed for productivity

• Couples or solo travelers exploring European cities who value location and vibe

• IHG loyalists looking for more character-driven hotels to use their points at

• Ben’s Big Deal followers who travel frequently and want to maximize value in style

Bottom Line: Will You See Me at a Ruby Hotel?

Absolutely. I’m always on the hunt for hotels that strike the right balance of value, location, and comfort. Ruby checks those boxes.

As soon as I can redeem IHG points for a Ruby stay, I’ll be testing them out — and showing you where to find the best redemption value, the softest sheets, and the strongest Wi-Fi.

This brand has serious potential to become a go-to option for smart travelers who don’t want to sacrifice style for loyalty.