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IHG has revealed its Voco brand has just celebrated the signing of its 100th hotel and is now the fastest-growing brand within IHG Hotels and Resorts’ Premium collection with properties in 18 countries and new-to-market hotels opening in Japan, Kenya, Spain and India.
With 46 open hotels and 55 hotels in the pipeline, it said Voco continues to be a “key driver” of IHG’s overall growth in the conversion space.
It added the “rapid expansion” of the upscale conversion brand reflects the strength of IHG’s enterprise platform through which hotel owners can grow their business by being part
of IHG’s distribution channels, relaunched app and transformed loyalty programme.
Three quarters of Voco signings are conversions and the brand requires a lower capital outlay and has a flexible brand identity which it said “ensure a speedy and seamless conversion process”.
Commenting on the milestone, Julie Cheesman, head of Voco Hotels global at IHG Hotels and Resorts, said: “The Voco brand has grown at a phenomenal pace over the last five years and is an integral part of IHG’s growing family of 18 brands comprising over 6,000 global hotels, and supported by the industry-leading IHG One Rewards loyalty programme.
“Voco is popular with hotel owners around the world as they can get fast access to our enterprise platform and benefit from the brand’s high levels of guest satisfaction globally. As the global expansion of Voco continues, we are excited to remain on track to grow to 200 Voco hotels around the world within 10 years since launch.”
