LONDON, U.K. — InterContinental Hotels Group (IHG) has unveiled a new upscale brand, Voco. The brand will focus primarily on conversion opportunities and will strengthen IHG’s offer in the upscale segment, which is expected to grow by a further $20 billion by 2025.

Inspired by the meaning ‘to invite’ or to ‘come together’ in Latin, Voco will combine the informality and charm of an individual hotel, with the quality and reassurance of a global brand. The brand is designed to deliver an experience that is reliably different, brought to life through a bold, distinctive identity, informal service style and thoughtful touches along the guest journey.

The brand’s roll-out 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. The company expects to open more than 200 Voco hotels over the next 10 years.

Last month, IHG announced plans to expand its luxury and upscale estate in the U.K. through a conditional agreement with Covivio (formerly Foncière des Régions) to rebrand and operate 12 open hotels and one pipeline hotel. This deal will establish an important presence for Voco in the U.K., with a number of these properties converting to the new brand in the coming months.

The company has also confirmed the first signing for the Voco brand outside of Europe will be the Watermark Hotel & Spa Gold Coast, Surfers Paradise, Australia. The hotel is set to open under the Voco flag in late 2018.

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