Ruby, the urban lifestyle hotel brand owned by IHG Hotels & Resorts, has launched "Dive In with Ruby," a four-performance live music series across the UK and Germany that puts its bars, lounges and stages to work as revenue-generating cultural venues rather than standard hotel amenities.

The series opened at Ruby Zoe in Notting Hill with a performance from BRIT and MOBO-nominated R&B artist Sasha Keable, who debuted her new single "Options" for hotel guests and local fans. Keable, a British-Columbian singer-songwriter with more than 200 million global streams, then handpicked Merton T for a Secret Set at Ruby Zoe on September 30 — a format that gives attendees early access to unsigned or rising acts.

The strategy is straightforward: position Ruby properties as destinations that draw locals as well as guests, extending F&B and lobby traffic beyond overnight demand. Music is already built into the brand's hardware — in-room Marshall amps and curated vinyl displays — so the series monetizes design assets the hotels already carry.

What does the artists-first format look like in practice?

Each headline artist curates a supporting Secret Set, transferring credibility from established names to emerging talent. Keable framed the economics of discovery in career terms.

"So many breakthroughs come down to having the right opportunity at the right moment," Keable said. "Partnering with Ruby Hotels to help shine a light on emerging talent feels really special, and I can't wait for audiences to discover the artist I've selected for our upcoming Secret Set performance."

She added: "It was incredible to debut my new single, 'Options', at Ruby Zoe and share that moment with fans in such an intimate setting."

Where does the series go next?

Dive In with Ruby travels to Munich, where indie-pop duo Good Neighbours — known for the viral hit "Home" — will headline at Ruby Lilly and showcase their latest single "Mary Jane" before introducing their own German Secret Set pick.

"We've always loved the idea of playing smaller, more intimate shows alongside the bigger ones," the duo said. "We're happy to be a part of Ruby Hotels' Dive In with Ruby series bringing this to life at the show, while also giving another artist a platform through the Secret Set."

How does the series fit Ruby's growth plan?

Founded in Germany in 2013, Ruby counts 42 open and pipeline properties as of Q2 2026, predominantly in Europe's largest cities, with Ruby Lilou in Marseille recently opened. The brand has signed recent U.S. deals in Chicago and New York City, and its 2026 signings include a first hotel in Belgium plus new properties in Germany and Italy.

Ruby targets more than 120 global hotels within the next decade and more than 250 over 20 years. Parent IHG operates over 6,000 open hotels across 17 brands in more than 100 countries, with roughly 1,800 more in the development pipeline.

"At Ruby, we believe travel is at its best when it helps people immerse themselves in the culture, creativity and communities that define a destination," said Lauren Krostue, Vice President, Global Brand Management at Ruby Hotels. "Sasha Keable and Good Neighbours are the perfect partners for this journey, each representing a fresh and authentic voice within today's cultural landscape."

If the format proves out in London and Munich, expect Ruby to replicate Dive In as a scalable programming layer across its European pipeline — and, eventually, its incoming U.S. properties in Chicago and New York.