IHG launches new 'upscale' hotel brand voco

The brand will be rolled out initially in IHG’s EMEAA region, with the Americas and China to follow.

IHG says it hopes to open more than 200 voco hotels over the next 10 years, targeting “attractive urban and leisure” locations.

Inspired by the Latin for “invite” or “come together”, IHG says voco will combine the “informality and charm” of individual, independent hotels with the “quality and reassurance’ of a respected, global brand.

Initially, voco will focus primarily on conversions rather than new builds, the group said.

It comes after IHG last month announced plans to expand its luxury and upscale portfolio in the UK through an agreement with Covivio.

This will see 12 Covivio hotels rebranded under the voco banner and help establish the brand in the UK in the coming months. The hotels that will be rebranded were previously mostly The Principal hotels.

The first voco hotel outside Europe will be the Watermark Hotel and Spa Gold Coast at Surfers Paradise in Australia.

It is due to be acquired by IHG partner SB&G, which owns five IHG hotels in Australia, and will be rebranded voco in late 2018.

Keith Barr, IHG chief executive, said voco would help the group tap into the “significant growth opportunity” presented by upscale.

“We’ll work with owners of attractive properties, who appreciate the power and expertise a global business can bring to the table,” he said.

“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.”