IHG (InterContinental Hotels Group) has launched voco, its new upscale hotel brand.
It will focus primarily on conversion opportunities, working with high-quality individual and locally-branded hotels and leveraging IHG’s systems.
This includes the group’s revenue management and technology capabilities, and IHG Rewards Club.
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 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.
IHG expects to open more than 200 voco hotels in attractive urban and leisure locations over the next 10 years.