In 2015, the region saw rapid growth, with figures from the World Economic Forum showing that Romania, Slovakia and the Czech Republic saw a 10% boost in the number of visitors from the previous year.
The growth will be driven predominantly be mid-scale brands such as Holiday Inn and Holiday Inn Express. The first wave of openings sees four new properties arriving this year in Poland, Georgia and Bulgaria, reflecting customer demand for hotel options in key cultural and business districts.
Robert Shepherd, chief development officer, Europe, IHG: "The success of our strategy in Eastern Europe has been fuelled by growing domestic travel, tourism from visa free countries including China, South Korea, India; as well as sustainable level of demand from our customers in Western Europe who are attracted by new travel experiences and low costs. Our outlook for the region is long-term. We are acting in order to ensure we provide options from across our brand portfolio to meet the demand from a range of consumer needs."
• For more in-depth features as well as breaking news, sign up to C&IT Magazine's daily Newstracker here