InterContinental Hotels Group has launched voco,
a new upscale hotel brand.
voco will focus primarily on conversion
opportunities and will strengthen IHG’s offer in the $40 billion
upscale segment, which is expected to grow by a further $20
billion by 2025.
The roll-out of voco will begin in IHG’s Europe,
Middle East, Asia & Africa (EMEAA) region, with plans to take it
to the Americas and Greater China over time. More than 200 voco hotels
are expected to open in urban and leisure
locations over the next 10 years.
Last month, IHG unveiled plans to expand its
luxury and upscale estate in the UK through a conditional
agreement with Covivio (formerly Foncière des Régions) to rebrand
and operate 12 open hotels and one pipeline hotel into its
portfolio across the UK. A number of these
properties will be converted into voco hotels in the coming months.
IHG has also confirmed that the first signing for
the voco brand outside of Europe will be the Watermark Hotel & Spa
Gold Coast, Surfers Paradise, Australia.
The 388-room hotel is
located at the heart of Surfers Paradise, a few steps away from
the beach, and offers guests two swimming pools and 800sqm of
The property is shortly to be acquired by IHG’s
long-standing partner, SB&G, which currently owns five other IHG
hotels in Australia. The hotel is due to open under the voco flag
in late 2018.
Keith Barr, Chief Executive Officer, IHG,
said, “We’ve talked about the significant growth opportunity
we see for IHG in upscale and voco will help us deliver against
this. We’ll work with owners of attractive properties, who
appreciate the power and expertise that a global business can
bring to the table. Guests will be able to enjoy the appeal of a
more individual hotel, alongside the reassurance of a name above
the door that they trust. The versatility of the brand, means a
voco hotel can retain and celebrate all of the elements that make
that existing hotel successful. With voco, the recent addition of Regent Hotels
& Resorts in the luxury space, the launch of avid hotels in the
Americas, and the work we’re doing to enhance our existing brand
portfolio, we’re making great progress with our ambitious plans to
IHG says that the voco brand name was inspired by the meaning
‘to invite’ or to ‘come together’ in Latin.