IHG Signals Continued Luxury Expansion in Middle East
The InterContinental Hotels Group (IHG) is among the major hospitality brands accelerating expansion in the Middle East. Recent industry reports indicate a regional focus on launching new luxury and lifestyle brands, integrating wellness, and delivering Michelin-level service to meet growing demand.
- A key part of the expansion is the introduction of new brands to the region, including the wellness-pioneering brand Six Senses, which opened the Foster + Partners-designed Southern Dunes resort in Saudi Arabia’s Red Sea giga-project. This resort is fully powered by its own solar farm and focuses on sustainable design and local heritage, such as Nabataean architectural influences. - IHG is debuting its boutique luxury brand, Kimpton Hotels & Restaurants, in the region with a flagship property in Riyadh's King Abdullah Financial District and another planned for Dubai's Business Bay in Q1 2026. The Dubai location will feature 280 rooms, three unique dining concepts, and a rooftop pool. - The Vignette Collection, a "soft brand" for unique independent properties, is a major focus, with recent launches including the Th8 Palm Dubai Beach Resort and Aldhafra Resort in Abu Dhabi. Notably, the world's tallest hotel, the 82-floor Ciel Dubai Marina, is slated to join the Vignette Collection upon its opening in late 2025. - IHG is also launching an entirely new premium "conversion" brand, Noted Collection, which allows distinctive, independent hotels to join the IHG system while retaining their unique identity. The Middle East has been identified as a priority market for the global rollout, with a goal of reaching 150 Noted Collection hotels worldwide over the next decade. - In line with Saudi Arabia's Vision 2030, which aims to attract 150 million tourists annually, IHG's pipeline in the Kingdom has surpassed 100 total hotels (both open and in development). This includes the introduction of the wellness-centric EVEN Hotels brand to the region, starting in Saudi Arabia. - The expansion isn't limited to traditional luxury, as demonstrated by the voco Makkah, now the world's largest voco brand hotel with 4,200 rooms. This property caters specifically to the high-demand religious tourism market, located within walking distance of the Masjid Al Haram.
