InterContinental Hotels Group launches upscale voco brand

InterContinental Hotels Group

Ever working to stay ahead of the hospitality game, InterContinental Hotels Group (IHG) recently shed light on its new luxury hotel brand, voco, as well as its very first property to fall under the new label, which will be located in Australia.

To begin with, the new brand will work on conversion projects 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 hand-in-hand with top notch, individual and locally-branded hotels, voco will grant owners the chance to drive higher returns through delivering a compelling guest experience and leveraging IHG’s powerful systems, such as best-in-class revenue management, technology capabilities and the IHG Rewards Club.

The Latin word ‘voco’ translates into ‘to invite’ or to ‘come together’, which perfectly reflects the ethos of the new brand, with each hotel combining the informality and charm of an individual property with the quality and reassurance of a global, well-known brand.

Holiday Inn 2018

voco will roll out in IHG’s Europe, Middle East, Asia and Africa region, with plans to take it to the Americas and Greater China in the future. Over 200 voco hotels are expected to launch in charming urban and leisure locations over the next decade.

CEO, IHG, Keith Barr commented: “We’ve talked about the significant growth opportunity we see for IHG in the upscale segment, 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 individualistic 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.”

IHG announced its first signing for the brand outside of Europe – The Watermark Hotel & Spa Gold Coast, Surfers Paradise, Australia – which is due to open under the voco flag in late 2018.

Those staying at voco properties will be able to look forward to 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 of the guest journey have been identified through deep customer insight: ‘Come on in’ – a signature welcome experience, swift and simple check-in with an unexpected, locally-influenced treat to kick-off a guest’s stay; ‘Me time’ – 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; and ‘voco life’ – vibrant and sociable bar and lounge spaces that work for different moments of the day.