The company aims to partner with individual hotels or local groups under the Voco brand
InterContinental Hotels Group (IHG) has launched Voco, its new high-end hotel brand, with which it intends to expand its portfolio with more than 200 new acquisitions in the next decade.
Voco will focus mainly on conversion opportunities and will strengthen IHG’s offer in the high-end segment, which the chain values at 40,000 million dollars (34,415 million euros), with a growth potential of another 20,000 (17,207) in 2025 .
The deployment of Voco will begin in the EMEAA region (Europe, Middle East, Asia and Africa) of IHG, and will later reach America and Mainland China.
The idea of the company is to collaborate with high quality hotels, individual or belonging to local groups and, under the new brand, offer owners the ability to improve their performance thanks to customer experiences and the use of IHG systems, including the management of benefits and technological capabilities of the first line, as well as the fidelity program IHG Rewards Club.
With the new brand, IHG intends to offer guests a “different and daring experience during their stay that will come alive through an informal service style, a unique identity and very careful details”.
AUSTRALIA, THE FIRST HOTEL OUT OF EUROPE
The ‘Watermark Hotel & Spa Gold Coast’, in Surfers Paradise, Australia, will be the brand’s first agreement outside of Europe. The establishment will be acquired shortly by SB & G, a member of IHG, which currently has five other IHG hotels in Australia. The opening of the hotel under the Voco brand is scheduled for the end of 2018.
Last month the hotel chain announced its plans to expand its luxury and high-end portfolio in the UK thanks to a conditional agreement with Covivio (formerly Foncière des Régions) to renew the brand and operate twelve high-quality hotels currently in operation and another establishment under development in the British portfolio.
This agreement will allow Voco to establish a significant presence in the United Kingdom, once said establishments become part of the new brand over the coming months.