IHG Hotels & Resorts announced it is developing its Ruby Hotel brand in the US; Ruby is the company’s 20th brand. The product, according to the announcement, will offer a new and attractive option for cost- and style-conscious travelers in US city centers. For owners, said the announcement, the brand represents a versatile alternative that is ready-made for urban settings often challenged by significant barriers to entry and space constraints.

Ruby’s US market debut marks a notable milestone in its global expansion, according to the announcement, building on its addition to the IHG portfolio earlier this year. Founded in Germany in 2013, Ruby’s expanding presence now includes 34 open or pipeline hotels in major European cities.

Much like its European foothold, IHG’s strategic growth plan for Ruby will prioritize major US urban markets and accommodate a range of project types including new build, conversion and adaptive reuse. Each hotel offers a 24/7 bar serving cocktails and barista coffee depending on the time of day.

Jolyon Bulley, CEO, Americas, said: “Ruby’s US introduction will complement our premium portfolio and offer owners a differentiated product with strong economics and scalable growth potential.”