Steve Sickel Takes Over as CEO of IHG Owners Association, Focus on Franchise Growth
Steve Sickel will take up the role of Chief Executive Officer for the IHG Owners Association November 24, 2025. His appointment arrives when the Association, representing more than 5,000 IHG Hotels and Resorts franchisees around the world, is advancing strategic initiatives that will shape the next decade. By far the largest group of its sort in the global hospitality sector, the Association continues to champion franchisee interests and to strengthen the long-term value of IHG-property investments.
Sickel succeeds John Muehlbauer, who has led the association for the past five years. Muehlbauer is retiring at the end of 2025 after a distinguished career that significantly benefited IHG hotel owners through initiatives like IHG Ignite fee reductions and loyalty program enhancements. During his tenure, Muehlbauer helped drive millions of dollars in value to franchisees, including negotiating favourable terms for owners. He will remain with the Association through the end of the year to ensure a smooth leadership transition.
teve Sickel brings extensive experience to the role, having spent 13 years with IHG in senior leadership positions. His most recent role was Global Head of Revenue Delivery, where he led critical commercial strategies including pricing, revenue management, and digital marketing. Sickel’s career has also included leadership positions at RoomKey, an online travel distribution company, and as Chief Marketing Officer at The Mallet Group, a global loyalty marketing consultancy in the travel sector. His deep knowledge of IHG’s operations and broad expertise in hospitality technology make him a perfect fit to lead the IHG Owners Association at a time when industry collaboration and owner advocacy are essential for future growth.