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InterContinental Hotels’ New Upscale Conversion Brand Is Called Voco

Patrick Whyte

Photo Credit: IHGs new upscale conversion brand, Voco. The company wants to have 200 hotels. IHG

Skift Take

IHG has been pretty busy over the last few months, first buying and building up its luxury offering and now unveiling a new upscale conversion brand. CEO Keith Barr certainly has his hands full.

InterContinental Hotels Group (IHG) has revealed the name for its new upscale conversion brand as well as its first signing. Although the company primarily plans to roll out the new offering in Europe, Middle East, Asia, and Africa, the first Voco hotel will actually be in Surfers Paradise, Australia. IHG has spoken about adding upscale brands for a while now, and it fits in with the group’s strategy of filling in the gaps in its portfolio. The company bought a 51 percent stake in Regent Hotels in March, with the opti

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