Voco Launched By Ihg

InterContinental Hotels Group has launched a new upscale conversion brand called Voco, with several Principal hotels set to join the portfolio.

The brand will allow owners the flexibility to interpret the brand’s bright and bold honey yellow and petrol blue colour scheme in a way that is sympathetic to their properties, while the existing name of hotels will be able to be retained  alongside the use of the Voco name and signage.

IHG intends Voco, meaning ‘to invite’ or to ‘come together’ in Latin, to combine the informality and charm of independent properties with the quality and reassurance of a global brand.

Voco will focus primarily on conversion opportunities and will strengthen IHG’s offer in the £30b upscale segment, which is expected to grow by a further £15b by 2025.

The brand’s food and beverage offer will follow a ‘global and local’ theme, with bars offering pre-batched cocktails in order to offer uniform quality across properties, alongside local beverages.

The properties will also have an eco-focus, with duvets and pillows featuring recycled polyester instead of down, and large dispenser bathroom amenities instead of single-use products.