Launched in 2018, voco hotels has quickly become the fastest-growing brand within IHG Hotels & Resorts’ Premium collection with properties in 18 countries and new-to-market hotels opening in Japan, Kenya, Spain and India. With 46 open hotels and 55* hotels in the pipeline, voco continues to be a key driver of IHG’s overall growth in the conversion space.
The rapid expansion of the upscale conversion brand reflects the strength of IHG’s enterprise platform through which hotel owners can grow their business by being part of IHG’s distribution channels, relaunched app and transformed loyalty programme, IHG One Rewards, with more than 115 million members.
With a design and operational framework conducive to conversion, the brand empowers owners to carry through their own unique vision for each property, ensuring its legacy and historical connections to the surrounding community, remain strong.
Three quarters of voco signings are conversions and the brand requires a lower capital outlay and has a flexible brand identity to ensure a speedy and seamless conversion process.
The brand’s three hallmarks – ‘come on in’, ‘me time’, and ‘voco life’ – are woven into the hotels’ DNA. From a swift check-in and a locally inspired welcome treat upon arrival to big, comfy beds, and vibrant bar and restaurants spaces, voco brings a distinctive charm to every stay.
In addition to its charming feel, voco hotels was built on sustainability and looks after the planet with the same care as it looks after guests. The hotels have 100 percent recycled pillow and duvet fillings and refillable, plant-based bathroom amenities. They also support local sustainability initiatives at individual hotels such as estate-grown vegetables at Australia’s voco Kirkton Park Hunter Valley or the Hotels for Trees programme at voco The Hague, where a tree is planted for every night a guest chooses not to have their room cleaned.
Commenting on the voco 100 milestone, Julie Cheesman, Head of voco hotels at IHG Hotels & Resorts, said, “The voco brand has grown at a phenomenal pace over the last five years and is an integral part of IHG’s growing family of 18 brands comprising over 6,000 global hotels, and supported by the industry-leading IHG One Rewards loyalty programme.
“voco is popular with hotel owners around the world as they can get fast access to our enterprise platform and benefit from the brand’s high levels of guest satisfaction globally. As the global expansion of voco continues, we are excited to remain on track to grow to 200 voco hotels around the world within 10 years since launch.”
Last year, voco expanded into new markets including Southeast Asia with voco Orchard Singapore; Africa with voco Johannesburg Rosebank and Latin America with voco Guadalajara Neruda in Mexico. The brand was also recognised as the World’s Leading Premium Hotel Brand due to its top guest satisfaction scores at the World Travel Awards and shows no signs of slowing down.
Since then, the brand has continued to grow in key markets with its eighth hotel in Greater China with voco Hefei Binhu; sixth hotel in the US with voco Chicago Downtown, its fourth in Australasia with voco Brisbane City Centre and its third in Dubai with voco Dubai The Palm.
Notable voco openings in 2023 include:
Set on the borders of Surrey, Hampshire and West Sussex in the UK, Lythe Hill Hotel in Surrey, will complete its rebrand to voco Lythe Hill Hotel and Spa in 2023. The elegant Tudor property will feature 99 stylish bedrooms plus an oak-beamed restaurant, gym and spa. The Surrey market town of Haslemere is nearby with direct trains to London, and the National Trust area Blackdown and the South Downs National Park are both on the doorstep.
Opening in early summer, voco Osaka Central will be the first voco property to open in Japan. Conveniently situated in central Osaka, the hotel will provide warmly hosted service, inspired design, superb dining and sustainable touches like aerated shower heads, indulgent eco bedding and filtered water. The hotel lobby and restaurant décor will be modern and contemporary whilst including historical elements from the original Kyomachi building and some of the bedrooms will have Tatami mats.
The first voco in Vietnam will open later this year with voco Ma Belle Danang. The hotel is located close to My Khe Beach and just 20 minutes’ drive from Danang International Airport. Guest rooms will have spectacular views of the coastline or cityscape, and facilities include a spa, rooftop infinity pool and bar, as well as a Lobby Lounge and all-day dining restaurant.
In New York, voco Fiorello – La Guardia East is set to open in Flushing, NY this summer. The hotel is due to have 116 rooms and is the third voco signing by the same owner.
Located in northern Paris, voco Paris Porte De Clichy is due to open this summer after its conversion from a Holiday Inn property. The hotel will be one of voco’s flagship properties, with particular attention being paid to the use of sustainable materials. The hotel is just four stops on the Paris Metro from the Musée Du Louvre and will feature several upscale food and beverage outlets.
* Pipeline hotels are a combination of new signings pipeline, unbranded openings, unbranded pipeline and brand switches.