IHG launches voco, a new upscale hotel brand

    Voco logo
    916 515 Hamish Kilburn
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    The new brand, voco, is slated to add more than 200 hotels for IHG over the next decade, with the first voco hotel opening late this year…

    InterContinental Hotels Group (IHG®) has launched voco™, a new upscale hotel brand, which prides itself on being ‘reliably different’.

    voco, inspired by the meaning ‘to invite’ or to ‘come together’ in Latin, will combine the informality and charm of an individual hotel, with the quality and reassurance of a global and respected brand.

    Speaking at the exclusive press launch in London yesterday, Karin Sheppard, Managing Director – Europe, explained how the voco-branded properties will very much inject the character and personality of each hotel’s location through the use of clever interiors and artwork. “voco is an upscale, unstuffy brand that will treat all guests as individuals,” she said. “The environment [within each voco hotel] will live through the morning latte right through to the evening night cap.”

    The brand 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. Working with high-quality individual and locally branded hotels, the distinctive brand will offer owners the ability to drive higher returns through delivering a compelling guest experience and leveraging IHG’s powerful systems.

    coffee and voco menu

    Keith Barr, Chief Executive Officer, IHG, commented: “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 accelerate growth.”

    Hotel staff welcoming guests

    The voco brand promises guests an experience that is reliably different, brought to life through a bold, distinctive identity, informal service style and thoughtful touches along the guest journey. Three critical moments (symbolised by three different birds) on the guest journey have been identified through deep customer insight. In each of these moments, voco can create a compelling guest experiences. These include:

    • Come on in (symbolised by the finch) – a signature welcome experience, swift and simple check-in with an unexpected, locally-influenced treat to kick-off a guest’s stay.
    • Me time (symbolised by the owl) – encouraging guests to take a moment for themselves with extra cosy beds and bedding, quality bathroom amenities, rejuvenating aerated showers, a variety of viewing content on Smart TVs and excellent connectivity in every room.
    • voco life (symbolised by the flamingo) – vibrant and sociable bar and lounge spaces that work for different moments of the day, so that guests always have space to relax and enjoy themselves – from offering a great coffee to start the day or shareable and classic dishes in the evening that provide something to talk about afterwards.

    Voco webpage

    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. The new brand will drive significant incremental growth for IHG, with an expectation to open more than 200 voco hotels in attractive urban and leisure locations over the next 10 years.

    IHG announced plans last month 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 high quality open hotels and one pipeline hotel into its portfolio across the UK. This deal will establish an important presence for voco in the UK with a number of these properties converting to the new brand in the coming months.

    Today, though, IHG has confirmed 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 800swm of meeting space. 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.


    Hamish Kilburn / 12.06.2018


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