Ruby SARL (Ruby Group) has agreed on a strategic cooperation with InterContinental Hotels Group PLC (IHG), by which the Ruby Group will use IHG’s global distribution platform, the IHG One Rewards loyalty program, and IHG’s marketing and sales network at the global level. The deal involves IHG acquiring the Ruby brand and, consequently, the franchise business opportunity, while the Ruby Group focuses on, and continues to grow, its business with its current lease model. The Ruby Group remains independent, with no changes at the shareholder level. The move is expected to accelerate Ruby Group’s already strong growth, providing the company with growth platforms outside of Europe, particularly in the U.S. and Asia. In parallel, the Ruby Group aims for the cooperation to further improve its price realization and hotel margin contribution.