IHG Throttles Ahead With Upscale Voco Brand Expansion in the U.S.
Photo Credit: IHG's U.S. debut for its Voco brand includes rebranding the Tiger Hotel (pictured) in Columbia, Missouri. IHG
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Voco is yet another branded opportunity for independent hoteliers looking for increased distribution, but IHG has to find ways to make the brand stand out in the crowded upscale, lifestyle hotel space.
Another global hotel company is joining the increasingly crowded space of hoteliers trying to convince owners of existing hotels to take on a new brand flag.
IHG plans to debut its upscale Voco brand in the U.S. with hotel openings in New York City; St. Augustine, Florida; and Columbia, Missouri, by early 2021, the company announced Tuesday. IHG first launched Voco in 2018, but growth was concentrated in the UK, Europe, Australia, and the Middle East.
Its U.S. debut continues IHG’s growth strategy by negotiating a deal with the owner of an existing property to take on the Voco brand flag, a transaction known as a conversion. But the conversion field is getting crowded — especially in the upscale, lif
