INTERCONTINENTAL Hotels Group has today launched a new upscale hotel brand called voco, and confirmed the Watermark Hotel & Spa Gold Coast, Surfers Paradise, will reopen under the voco flag in late 2018.
The brand is being promoted as combining “the informality and charm of an individual hotel, with the quality and reassurance of a global and respected brand”.
IHG plans to open more than 200 voco properties in urban and leisure locations over the next 10 years in a move to strengthen its offering in the upscale segment.
The rollout will begin in the Europe, Middle East, Asia & Africa region, with plans to take on the Americas and Greater China.
The 388-room Watermark Hotel & Spa Gold Coast is the first signing for the brand outside of Europe and will shortly be acquired by IHG’s partner, SB&G.
IHG has confirmed “a number” of hotels in the UK will be converted to voco properties in coming months under a conditional deal with Covivio.
The agreement covers 12 hotels which are already open and one in the pipeline.
The brand will focus on a signature welcome experience, encouraging “me time” and providing “vibrant and sociable bar and lounge spaces”.

Source: Travel Australia