InterContinental Hotels Group today launched new brand called Voco for the upscale conversion segment that will have its first hotel in Australia.
When IHG made a deal last month (read more here), it announced that there would be a new brand launch shortly. You will see Voco hotels initially in Europe, Middle East, Asia and Africa, and later also in the Americas and China.
You can access Voco Hotels here.
Here’s what the IHG told about this new brand in May:
This agreement will also strengthen IHG’s position in the upscale segment in the UK, and will establish a presence for its new upscale brand, which will be launched later this year. The brand, principally focused on conversion opportunities, will capitalise on the significant opportunity IHG has identified to offer consumers an informal but differentiated experience in the upscale segment, whilst offering owners a strong return on investment. These hotels will provide high-quality representation for the brand in IHG’s largest market within the Europe, Middle East, Asia & Africa (EMEAA) region, where it will initially be launched.
Here’s the press release today:
12th June, 2018: IHG® (InterContinental Hotels Group) has today launched voco™, its new upscale hotel brand, alongside announcing a first signing in Australia.
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, this distinctive brand will offer owners the ability to drive higher returns through delivering a compelling guest experience and leveraging IHG’s powerful systems. This includes best-in-class revenue management and technology capabilities and IHG® Rewards Club, one of the world’s largest hotel loyalty programmes.
voco, inspired by the meaning ‘to invite’ or to ‘come together’ in Latin, 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 (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.
IHG announced plans last month to expand its luxury and upscale estate in the UK through a conditional agreement with Covivio (formerly Foncière des Régions) to rebrand and operate 12 high quality open hotels and one pipeline hotel into its portfolio across the UK. This deal will establish an important presence for voco in the UK with a number of these properties converting to the new brand in the coming months.
Today, IHG has confirmed the first signing for the voco brand outside of Europe will be the Watermark Hotel & Spa Gold Coast, Surfers Paradise, Australia. The 388-room hotel is located at the heart of Surfers Paradise, a few steps away from the beach, and offers guests two swimming pools and 800sqm of meeting space. The property is shortly to be acquired by IHG’s long-standing partner, SB&G, which currently owns five other IHG hotels in Australia. The hotel is due to open under the voco flag in late 2018.
Keith Barr, Chief Executive Officer, IHG, commented: “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.
“With voco, the recent addition of Regent Hotels & Resorts in the luxury space, the launch of avid™ hotels in the Americas, and the work we’re doing to enhance our existing brand portfolio, we’re making great progress with our ambitious plans to accelerate growth.”
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. Three critical moments on the guest journey have been identified through deep customer insight where voco can create a compelling guest experience that will differentiate the brand and can be consistently applied across a broad range of individual properties. These moments are:
- 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.
- voco life – vibrant and sociable bar and lounge spaces that work for different moments of the day, so that guests always have space to relax and enjoy themselves – from offering a great coffee to start the day or shareable and classic dishes in the evening that provide something to talk about afterwards.
Here’s the VOCO book:
All the major chains have conversion brands for hotel owners. Hilton has DoubleTree, Curio and Tapestry. Marriott has Autograph Collection and Tribute. Even Hyatt has its Unbound Collection. IHG here is somewhat late to the game, although there are plenty of independent hotels without any affiliation.
I guess that these Voco hotels are somewhere between Indigo and Kimpton in terms of quality and elite benefits.
Indigo brand was originally sold as a cheap conversion brand in North America. Put some fresh paint and colorful wallpaper and you suddenly have an Indigo hotel.
Interesting to see how fast IHG is able to get to the 200 hotel mark that they refer to the on release as a goal for the next decade.