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InterContinental Hotels Group has launched its new upscale brand, Voco. The company announced the brand in February, though it hadn't released the name until now.
IHG said the name is inspired by the Latin word for "invite" or "come together." The brand's rollout will commence in IHG's Europe, Middle East, Asia and Africa region and later extend to the Americas and Greater China. The company expects to open more than 200 Voco hotels in urban and leisure locations during the next 10 years.
"We've talked about the significant growth opportunity we see for IHG in upscale, and Voco will help us deliver against this," IHG CEO Keith Barr said. "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."
Voco is primarily a conversion brand that will target unique properties and provide an experience "that is reliably different, brought to life through a bold, distinctive identity, informal service style and thoughtful touches along the guest journey," according to the company. Brand standards will include a welcome with a local treat; quality bedding and bathroom amenities, plus aerated showers and smart TVs; and bars and lounges with offerings for both morning and evening.
The brand has signed the 388-room Watermark Hotel & Spa Gold Coast in Surfers Paradise, Australia, and it will open as a Voco this year. IHG also intends to convert some of the 12 U.K. properties owned by Convivio, previously named Fonciere des Regions, to the Voco brand.
Voco's launch is part of a company transformation underway since Barr took the helm in July 2017. IHG last year launched midscale brand Avid and in March agreed to acquire a 51 percent majority stake in Taiwan-based luxury brand Regent Hotels & Resorts. That deal is expected to close at the midpoint of this year.
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