IHG Owners Association Appoints Steve Sickel as New CEO to Drive Value for Franchisees

The IHG Owners Association, representing the interests of IHG Hotels & Resorts franchisees globally, has appointed Steve Sickel as Chief Executive Officer effective November 24. Sickel succeeds John Muehlbauer, who will retire at the end of 2025 after five years as CEO and a 30-year hospitality career that delivered tens of millions in value to owners through initiatives like loyalty and fee reductions.

Sickel brings extensive hospitality sector experience from his 13 years with IHG, where he served as Global Head of Revenue Delivery leading strategy across key commercial drivers including IHG One Rewards, Distribution Marketing, Digital Marketing, Pricing and Revenue Management. His background includes CEO roles at RoomKey, where he designed strategies to lower third-party distribution costs, and most recently as Partner & Chief Marketing Officer at The Mallet Group, a global loyalty marketing consultancy. Recognized by HSMAI as one of the Top 25 Extraordinary Minds in Hospitality, Sickel's appointment signals the Association's commitment to continued value creation for its members.

The selection process involved a CEO search committee of owner volunteers partnering with hospitality talent firm Bristol Associates, culminating in Sickel's appointment based on his proven track record in multi-function global organizations. Mark Zipperer, 2025 Chair of the Association's Global Board of Directors, noted that Sickel's deep IHG knowledge and collaborative problem-solving reputation make him ideal for the role during this important industry period.

Sickel emphasized his focus on strengthening relationships with IHG hotel owners and leadership, developing win-win solutions that improve long-term member value, and harnessing the collective voice to drive impact with IHG and the broader hospitality industry. The IHG Owners Association, originally established by Holiday Inn founder Kemmons Wilson in 1955, represents over 5,000 owners worldwide and advocates on operational standards and industry issues. Additional information about the organization is available at https://www.owners.org.

This leadership transition comes at a critical time for the hospitality industry as franchise owners face ongoing challenges with distribution costs, loyalty program effectiveness, and operational standards. Sickel's expertise in revenue delivery and cost reduction strategies positions him to address these pressing issues directly. His background in lowering third-party distribution costs through RoomKey and his work with global loyalty marketing at The Mallet Group provide practical experience that could translate into significant financial benefits for IHG franchise owners.

The appointment reflects the growing importance of franchisee associations in the hospitality sector, particularly as owners seek stronger representation in corporate decision-making and more favorable economic terms. With over 5,000 owners represented worldwide, the Association's advocacy on operational standards and industry issues carries substantial weight in the broader hospitality landscape. Sickel's collaborative approach and deep understanding of IHG's commercial drivers suggest potential for improved owner-corporate relations and more effective value creation strategies.