The company introduces the new brand and announces a first signing in Australia, writes Jill Sayles.
IHG has launched a new upscale hotel brand called voco which will begin in the group’s Europe, Middle East, Asia & Africa (EMEAA) region, with plans to take it to the Americas and Greater China.
It expects to open more than 200 voco hotels over the next 10 years.
Working with individual and locally-branded hotels, voco, inspired by the meaning ‘to invite’ or to ‘come together’ in Latin, will aim to combine the informality and charm of an individual hotel, with the quality of a respected global brand.
IHG recently announced plans to expand its luxury and upscale estate in the UK through an agreement with Covivio and a number of these properties will convert to the new brand in the coming months.
IHG has also confirmed the first voco brand outside of Europe will be the Watermark Hotel & Spa Gold Coast, Surfers Paradise in Australia. The 388-room hotel is due to open under the new brand in late 2018.
Keith Barr, chief executive officer, IHG, said:
“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.”