The InterContinental Hotels Group (IHG) has launched voco™, its new upscale hotel brand. At the same time it has announced the the Watermark Hotel on the Gold Coast will be the first hotel in Australia to come under the voco banner.
Voco is a new full-service, upscale brand that will operate under the tagline “reliably different”. It is primarily going to focus on conversion opportunities in the hotel sector.
According to IHG the voco brand will offer a bold, distinctive identity, informal service style and thoughtful touches along the guest journey. While the brand will offer distinctive hotels, it is basing its service on three aspects of a guests stay
- Come on in – a signature welcome experience, which includes a swift and simple check-in with a locally-influenced treat to kick-off a guest’s stay.
- Me time – Rooms will be designed around encouraging guests to take a moment for themselves. This will include extra cosy beds and bedding, quality bathroom amenities, rejuvenating aerated showers, a variety of viewing content on Smart TVs and excellent connectivity in every room.
- voco life – vibrant and sociable bar and lounge spaces that work for different moments of the day. This will offer guests space to relax and enjoy themselves. IHG offer examples such as from offering a great coffee to start the day or shareable and classic dishes in the evening that provide something to talk about afterwards.
IHG are planning on opening 200 of these hotels in the next 10 years.
The voco Gold Coast hotel is due to open in October following a rebrand and refresh of the existing hotel.
The 388-room hotel is located in Surfers Paradise and offers guests two swimming pools and 800sqm of meeting space. The property is shortly to be acquired by IHG’s long-standing partner, SB&G.
The Watermark acquisition will add to the existing SB&G Hotel Group properties in Australia. These include the InterContinental Melbourne The Rialto, Crowne Plaza Melbourne, Crowne Plaza Coogee Beach, Crowne Plaza Canberra and Holiday Inn Potts Point, Sydney.
There is no news yet on how voco will fit into the IHG Rewards loyalty program.