IHG is expanding its upscale voco brand into the Middle East with a deal to rebrand the Nassima Royal Hotel as voco Dubai.
Launched earlier this year, voco positions itself as a high-quality, locally inspired hotel brand designed to deliver memorable guest experiences that combine distinct local character with consistent standards.
Located on Sheikh Zayed Road and close to Dubai International Airport, the Nassima Royal Hotel offers a convenient base for exploring the city and features impressive skyline views. Once rebranded as voco Dubai, the property will serve both business and leisure travelers with nearly 500 guestrooms, a business center, multiple meeting spaces, an outdoor pool, a fitness center, a spa and three restaurants.
“IHG has identified significant growth opportunities in upscale hospitality and the signing of voco Dubai is a significant step in this direction,” said Pascal Gauvin, managing director for India, the Middle East and Africa at IHG. “The Dubai market continues to evolve. In the United Arab Emirates, large parts of the accommodation market remain unbranded, so there is an opportunity for a distinctive offering such as voco to meet the needs of discerning, independent-minded guests. Voco blends the best elements of individual upscale hotels with IHG’s global expertise. The brand can anchor a newly built property or highlight the strengths of an established hotel, letting guests enjoy the freshness of a unique hotel under a trusted name.”