InterContinental Hotels Group has introduced a new upscale brand called voco, designed to deliver distinctive guest experiences through locally inspired, individual properties that meet global standards. Combining the charm of independent hotels with the reliability of a major hospitality company, voco will first launch across Europe, the Middle East, Asia and Africa, and IHG plans to open more than 200 voco hotels over the next decade.
voco focuses on three key moments of a guest’s stay. The signature welcome centers on a streamlined check-in and a locally influenced welcome treat, creating an immediate sense of place. For personal downtime, the brand provides carefully selected bedding and bathroom amenities, refreshing aerated showers and Smart TVs to enhance comfort and relaxation. Social moments are encouraged through collaborative, welcoming bar and lounge areas designed for conversation and connection.
“We see significant growth potential for IHG in the upscale segment, and voco will help us capture that opportunity,” said Keith Barr, CEO of IHG. “We will partner with owners of attractive properties who value the benefits and expertise a global business can offer. Guests will enjoy the personality of a more individual hotel while also having the reassurance of a trusted name above the door. The brand’s flexibility allows a voco hotel to preserve and celebrate the elements that make an existing property successful.”
Alongside the launch of voco, IHG has recently added Regent Hotels & Resorts in the luxury space and introduced avid hotels in the Americas. These moves, together with ongoing enhancements across its brand portfolio, reflect the company’s efforts to accelerate growth in key segments.
The first voco property opened in Australia in late 2018. The Watermark Hotel & Spa Gold Coast, Surfers Paradise features 388 guestrooms and is located close to the beach, offering guests access to two swimming pools and resort-style amenities.