In the constantly evolving world of hospitality, certain names dominate headlines: Marriott, Hilton, and Hyatt. These giants are often associated with luxury, loyalty, and brand prestige. But as we move deeper into 2025, there’s one global hospitality brand quietly making monumental moves—InterContinental Hotels Group, or IHG.
Despite managing over 6,300 properties across nearly 100 countries and housing some of the world’s most iconic hotel brands such as InterContinental, Kimpton, and Holiday Inn, IHG continues to fly under the radar in consumer discussions. It rarely gets the same attention as Marriott Bonvoy or Hilton Honors, despite offering one of the most competitive loyalty programs and maintaining strong brand consistency across all tiers—from economy to luxury.
So why does IHG remain in the shadow of its larger competitors? And more importantly, is that about to change?
This article dives deep into IHG’s performance in 2025 to examine whether it's truly the most underrated hotel group today. We’ll explore data-backed insights on its brand positioning, property upgrades, loyalty program, guest satisfaction, and technological innovation. We'll also compare it directly to its leading competitors and analyze why travel experts and frequent guests are giving IHG a second look this year.
In a saturated market where perception often outweighs performance, IHG’s quiet consistency and strategic execution might just make it the most overlooked powerhouse in the hotel industry.
InterContinental Hotels Group boasts one of the most diverse brand portfolios in the global hospitality sector. From economy to luxury, its 19 brands serve almost every segment of the market. Yet in 2025, what’s setting IHG apart isn’t just its scale—it’s the intentional evolution of its individual brands.
IHG’s flagship brand, InterContinental, continues to set standards in the luxury sector with iconic properties in gateway cities and resorts. 2025 saw the addition of five new InterContinental hotels in cities like Tokyo, Istanbul, and Rome—each boasting modern design, sustainable architecture, and AI-powered guest personalization.
Kimpton Hotels, IHG’s boutique lifestyle brand, has rapidly gained cult status for its local-first design philosophy and pet-friendly policies. In 2025, Kimpton opened properties in Paris and Melbourne that immediately captured travel influencers’ attention due to their design-forward ethos.
Regent Hotels & Resorts, acquired by IHG in 2018, is finally gaining visibility. This year’s launch of the Regent Bali and Regent Jeddah demonstrated IHG’s seriousness about competing in the ultra-luxury tier.
Holiday Inn and Holiday Inn Express remain two of IHG’s strongest revenue-generating engines. In 2025, IHG rolled out major refurbishments across 500+ properties, focusing on modernizing rooms and lobbies, improving breakfast options, and enhancing digital check-in/out features. This move has significantly improved guest satisfaction scores across Europe and North America.
Avid, Atwell Suites, and Voco are reshaping how IHG connects with budget-conscious travelers and business professionals. Voco in particular—positioned as a “reliable upscale” brand—is expanding aggressively in Asia-Pacific, offering stylish stays without breaking the bank.
IHG’s ability to balance iconic legacy brands with modern, flexible newcomers makes its portfolio one of the most strategically layered in the industry. And while competitors often focus on acquisitions, IHG’s internal brand development has shown organic success.
Yet, it’s this very consistency that may have contributed to IHG being underrated—without controversy or over-marketing, its brands simply deliver, making less noise but providing real value.
In 2025, IHG One Rewards is quietly outpacing many of its more celebrated rivals. While Hilton Honors and Marriott Bonvoy often dominate the conversation, frequent travelers are taking note of the refinements IHG has made to its loyalty program over the past two years.
One of the major wins for IHG One Rewards in 2025 is its balanced approach to dynamic pricing. While other programs have leaned heavily into unpredictable pricing models, IHG has maintained a degree of consistency, allowing members to plan redemptions with more confidence.
IHG’s tier-based Milestone Rewards system remains one of the most transparent in the industry. At specific thresholds, members can choose personalized rewards—ranging from suite upgrades to food and beverage credits—making the loyalty journey feel tailored and rewarding.
IHG Elite status tiers (Silver, Gold, Platinum, and Diamond) now offer more tangible value in 2025. Diamond members receive complimentary breakfast, confirmed suite upgrades, and 24-hour check-in flexibility at most properties—perks that are often missing or inconsistent in rival programs.
This year, IHG expanded its airline partnerships with Emirates, Qatar Airways, and British Airways, allowing more seamless points transfers and cross-platform benefits. In addition, IHG's partnerships with Mastercard and major travel booking platforms have allowed for faster points accumulation and exclusive member discounts.
IHG’s revamped mobile app now offers intuitive booking, one-touch upgrades, and real-time customer support—resulting in a 22% increase in app engagement year-over-year. With 65% of bookings now coming via mobile, this upgrade has proven pivotal in capturing millennial and Gen Z travelers.
Data from TrustYou and Google Reviews shows that IHG loyalty members reported a 17% higher satisfaction rate than non-members in 2025, primarily due to recognition and reward fulfillment.
In a loyalty landscape crowded with gimmicks, IHG One Rewards’ clarity, consistency, and growing global footprint make it a quiet standout—cementing its place as a competitive force that many still underestimate.
To assess whether IHG is truly the most underrated hotel group in 2025, a direct comparison with industry giants Hilton and Marriott is necessary. While all three groups are global in scale, their strategic priorities and consumer experiences vary significantly.
IHG operates over 6,300 properties in more than 100 countries. Marriott leads in property count, particularly due to its vast acquisition of Starwood properties. Hilton is a close second. However, IHG’s distribution is highly balanced, with strong presence in both mature and emerging markets.
Marriott offers 30+ brands but struggles with brand overlap and guest confusion. Hilton has a slightly more streamlined approach with brands like Conrad, Curio Collection, and Hampton Inn. IHG’s 19-brand portfolio, while smaller, is less cluttered and easier to navigate for guests.
According to a 2025 Hotel Price Index report by STR Global, IHG properties consistently deliver better value for money, especially in the midscale and upper-midscale segments. For instance, Holiday Inn Express rooms in major cities are 10–15% cheaper than Hampton Inn counterparts with similar amenities.
Marriott Bonvoy, though powerful, has faced criticism over its opaque points redemption system. Hilton Honors is praised for simplicity but lacks consistent elite upgrades. IHG One Rewards offers a healthy middle ground with predictable pricing and customizable elite benefits.
IHG: 84.3%
Hilton: 83.5%
Marriott: 81.7%
IHG launched its "Journey to Tomorrow" initiative in 2025, which includes AI-powered smart thermostats, plastic-free amenities, and sustainable sourcing across all hotel brands. Marriott and Hilton have similar initiatives but lag in full-scale implementation across properties.
In conclusion, while Marriott and Hilton have greater media visibility and arguably more brand prestige, IHG’s consistent guest experience, fair pricing, and smarter loyalty mechanics make it the brand delivering the best blend of value and reliability in 2025.
IHG’s long-term growth strategy has shifted significantly post-pandemic, with a focus on quality over quantity. Rather than acquiring new chains, IHG has doubled down on modernizing existing brands and expanding thoughtfully into new markets.
IHG’s asset-light model allows them to franchise and manage properties without owning the physical real estate, leading to faster expansion with reduced capital risk. In 2025 alone, IHG signed over 320 new hotel deals, with a focus on secondary cities in Asia, South America, and the Middle East.
A key growth pillar for IHG is its tech investment. The group has deployed AI concierge services across 300+ properties, launched room personalization features via mobile app, and introduced a proprietary hotel operations platform that’s reducing check-in time by 40%.
IHG’s “Green Engage” system tracks energy, water, and waste consumption across its hotels. By 2025, 60% of IHG hotels have met the group’s ambitious carbon reduction targets. Additionally, their zero single-use plastic goal has been met at all InterContinental and Kimpton hotels globally.
IHG has pivoted toward hyper-local guest experiences. Voco hotels now partner with local artisans and chefs to bring regional flair to the guest experience. Even Holiday Inn Express properties are offering locally sourced breakfast options to appeal to culturally conscious travelers.
IHG Academy, the group’s global talent program, has trained over 70,000 hospitality professionals in 2025, especially in underserved regions. This not only helps IHG properties deliver better service but positions the brand as a socially responsible employer.
IHG’s stock performance in the first half of 2025 has outperformed expectations, showing a 14% year-to-date growth. Investor sentiment remains positive due to the group's lean structure and sustainable growth model.
By taking a calculated, innovation-forward, and people-centered approach, IHG is preparing not just to compete—but to lead—across multiple hospitality segments in the next decade.
As we analyze IHG’s journey in 2025, one fact becomes increasingly clear: this is not a hotel group content with staying in the shadows. From its diverse and modernized brand lineup to its elevated loyalty program and strategic growth plans, IHG is executing on all fronts with precision and purpose.
What makes IHG the most underrated hotel group in 2025 is not a lack of success—but a lack of noise. While competitors may win the marketing wars, IHG is winning on guest experience, value delivery, and innovation. It’s building trust by being consistent, relevant, and refreshingly straightforward.
Travelers in 2025 are more informed, experience-driven, and sustainability-conscious. IHG’s alignment with these values has positioned it as a preferred brand among discerning guests—those who value substance over flash. Frequent travelers, business professionals, and even digital nomads are realizing the rewards of staying loyal to a brand that recognizes them as individuals, not just loyalty members.
While public perception still favors bigger names, industry experts are increasingly acknowledging IHG’s growth. If the current trajectory continues, IHG might not remain “underrated” for much longer—it could very well redefine what travelers expect from global hotel brands.
So, is IHG the most underrated hotel group in 2025? Absolutely. But maybe not for long.
Lina Zhou is a globe-trotting travel writer from Chengdu, China. With a passion for hidden gems and cross-cultural experiences, she shares practical tips, visa guidance, and immersive stories from every corner of the world. When not exploring, she’s sipping tea while planning her next adventure.
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