London: InterContinental Hotels Group has launched “voco,” a new upscale hotel brand. voco will focus primarily on conversion opportunities and will strengthen IHG’s offer in the US$40 billion upscale segment, which is expected to grow by a further US$20 billion by 2025.
The roll-out of voco will begin in IHG’s Europe, Middle East, Asia and Africa (EMEAA) region, with plans to take it to the Americas and Greater China over time. More than 200 voco hotels are expected to open in urban and leisure locations over the next 10 years.
Last month, IHG unveiled plans 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 open hotels and one pipeline hotel into its portfolio across the UK.
A number of these properties will be converted into voco hotels in the coming months.