IHG (InterContinental Hotels Group) yesterday, launched voco, its new upscale hotel brand, which promises to create a compelling guest experience.
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.
Inspired by the meaning ‘to invite’ or to ‘come together’ in Latin, voco combines the informality and charm of an individual hotel, with the quality and reassurance of a global brand.
The roll-out of voco will begin in 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.
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.