IHG created and launched voco a little over two years ago, focusing on conversion opportunities that combine the informality and charm of an independent hotel, with the quality and reassurance of a respected global brand. Since then, a mix of 12 conversion and new-build voco hotels have opened across the UK, Continental Europe, the Middle East and Australia. Properties that have made the transition to voco continue to perform strongly and have recorded higher guest satisfaction scores following conversion.
Keith Barr, Chief Executive Officer, IHG, commented: “There’s currently a big appetite from owners to join the IHG family and tap into the power of our enterprise as the strength, resilience and attractiveness of our brands really shine through in the current environment. voco is leading a trend towards conversions, which we’re seeing across the full breadth of our portfolio and accounted for a quarter of IHG’s signings overall in the first half of 2020.
“We’re excited to be bringing voco to the US and China, as we continue to grow it successfully in our other key markets across the world. The brand’s sleep experience, thoughtful interior design, informal service and focus on sustainability have really resonated with guests and we’re looking forward to bringing the voco experience to life in our two largest markets.”
As IHG approaches 500 open hotels overall in Greater China, the entry of voco into the region marks another key milestone. voco will be IHG’s eleventh brand to open its doors in the region and IHG expects to open the first voco-branded hotel in Hangzhou very soon.
There are a high proportion of independent hotels in China and IHG’s first voco signing in Wuhan is a conversion property, which will be officially rebranded as voco Wuhan Xinhua in 2021. Previously an independent hotel, the property is situated in an ideal location for both leisure and business travelers.
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