New brand will add more than 200 hotels for IHG over the next decade
IHG’s first signing for the voco brand outside of Europe will be the Watermark Hotel & Spa Gold Coast in Surfers Paradise. The 388-room hotel is due to open under the voco flag in late 2018.
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.
Working with high-quality individual and locally-branded hotels, voco will combine the informality and charm of an individual hotel, with the quality and reassurance of a global and respected brand.
The roll-out of voco will begin in IHG’s Europe, Middle East, Asia & Africa region, with plans to take it to the Americas and Greater China over time.
“We’ve talked about the significant growth opportunity we see for IHG in upscale and voco will help us deliver against this,” said Keith Barr, CEO IHG. “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.”