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The international hotel franchisor is bringing yet another of its brands into flourishing new markets.
InterContinental Hotels Group (IHG) has announced the launch of its newest upscale hotel brand, voco, in the U.S. and Great China markets. In the U.S., voco has already signed up three locations in NYC, Florida, and Missouri, and in Greater China, the first voco-converted location will open in 2021.
“There’s currently a big appetite from owners to join the IHG family and tap into the power of our enterprise as the strength, resilience, and attractiveness of our brands really shine through in the current environment,” said Keith Barr, CEO of IHG. “voco is leading a trend towards conversions, which we’re seeing across the full breadth of our portfolio and accounted for a quarter of IHG’s signings overall in the first half of 2020.”
The voco brand was launched by IHG a little over two years ago, and since then, a mix of 12 conversions and new-build voco hotels have opened in the U.K., Continental Europe, the Middle East, and Australia.
voco currently has 28 new properties in the pipeline which will take it into 19 countries across the next five years, with a goal of 200 voco hotels over the next decade.
“We’re excited to be bringing voco to the U.S. and China, as we continue to grow it successfully in our other key markets across the world,” said Barr. “The brand’s sleep experience, thoughtful interior design, informal service, and focus on sustainability have really resonated with guests and we’re looking forward to bringing the voco experience to life in our two largest markets.”