By the Caribbean Journal staff
Fast-expanding InterContinental Hotels Group has added another new brand.
The company has launched a new upscale hotel brand, voco [sic], which will first launch in Australia.
The brand will “combine the informality and charm of an individual hotel, with the quality and reassurance of a global and respected brand,” according to a company statement.
While voco will first launch in Europe, the Middle East and Asia, IHG said in a statement that it planned to bring it to the Americas region over time.
Indeed, IHG plans to open more than 200 voco-branded hotels over the next 10 years.
“We’ve talked about the significant growth opportunity we see for IHG in upscale and voco will help us deliver against this,” said Keith Barr, CEO of IHG.
IHG launched another new brand, Avid, in Mexico earlier this month.